The One Show
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Learn more about The One Show 2026
Category
Customer Experience / CX
Annual ID
OS24_IN036M
About the Work
Parkinson's disease affects 8.5 million people, with up to 89% experiencing impairments in facial and speech, limiting emotional expression. Traditional exercises for facial mobility have a mere 3% adherence, prompting Eurofarma's introduction of Scrolling Therapy—an innovative mobile platform converting scrolling time into therapy.
Recognizing the challenges of a daily 45-minute facial exercise routine, the app leverages, Google’s TensorFlow AI platform which connects with the device's camera to capture patient’s expressions.
The facial recognition and AI interpret over 10,000 unique data points from 43 facial muscles, transforming gestures into social media controls.
The most important facial exercises translated are:
-Like = Smile
-Scroll down = surprised face
-Scroll up = disgusted face
-Play = sad face
-Swipe = angry face
In developing, we immersed ourselves in academic research, alongside stakeholder interviews among a network of health care professionals, from neurologists to physical therapists. With these insights, we mapped every stage and step of the patient’s journey, understanding the context, the jobs to be done, pain points and opportunities at each stage.
In the second phase, the design and UX teams worked hand in hand, starting with low fidelity screens that helped us test and validate the user experience, anticipating possible mistakes and challenges for the user.
We wanted the app to feel as easy and rewarding to use as possible. Every aspect was designed to maximize accessibility and ensure an inclusive experience for patients, while using photography and color to create a mood that is warm, hopeful and very human. Both the high contrast colorpalette and the use of fonts and language were designed to optimize readability for our audience. We created all icons, animations, photography and graphic elements to support the visual design, all optimized both performance and accessibility.
Scrolling Therapy generated over 1 billion impressions and an immediate response with patients, showing an 88% engagement rate with this life-changing routine. But the impact goes beyond Parkinson’s patients. Facial masking is one of the most emotionally distressing symptoms of Parkinson’s for families, friends, and caregivers. Helping 8.5 million patients retain the ability to express their emotions has a ripple effect beyond measure.
Recognizing the challenges of a daily 45-minute facial exercise routine, the app leverages, Google’s TensorFlow AI platform which connects with the device's camera to capture patient’s expressions.
The facial recognition and AI interpret over 10,000 unique data points from 43 facial muscles, transforming gestures into social media controls.
The most important facial exercises translated are:
-Like = Smile
-Scroll down = surprised face
-Scroll up = disgusted face
-Play = sad face
-Swipe = angry face
In developing, we immersed ourselves in academic research, alongside stakeholder interviews among a network of health care professionals, from neurologists to physical therapists. With these insights, we mapped every stage and step of the patient’s journey, understanding the context, the jobs to be done, pain points and opportunities at each stage.
In the second phase, the design and UX teams worked hand in hand, starting with low fidelity screens that helped us test and validate the user experience, anticipating possible mistakes and challenges for the user.
We wanted the app to feel as easy and rewarding to use as possible. Every aspect was designed to maximize accessibility and ensure an inclusive experience for patients, while using photography and color to create a mood that is warm, hopeful and very human. Both the high contrast colorpalette and the use of fonts and language were designed to optimize readability for our audience. We created all icons, animations, photography and graphic elements to support the visual design, all optimized both performance and accessibility.
Scrolling Therapy generated over 1 billion impressions and an immediate response with patients, showing an 88% engagement rate with this life-changing routine. But the impact goes beyond Parkinson’s patients. Facial masking is one of the most emotionally distressing symptoms of Parkinson’s for families, friends, and caregivers. Helping 8.5 million patients retain the ability to express their emotions has a ripple effect beyond measure.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Argentina
Dentsu Creative Chicago
Dentsu Creative New York
Dentsu Creative Brazil
Music / Sound Production Company
Canja Audio Culture
Chief Creative Officer
Pedro Perez
Creative Director
Giovanni Muratori
Executive Creative Director
Agustín Alba
Gastón Cánaves
Global Chief Creative Officer
Collette Douaihy
Group Creative Director
Andres Arlia
Art Director, Creative Development
Frans Ahlberg
Chief Creative Officer, Dentsu Creative US & Hispanic LATAM
Rafael Rizuto
Copywriter, Creative Development
Aron Ramstedt
Executive Producer, Integrated Production
Maya Tank
Global Executive Creative Director
Eduardo Tavares
Global Executive Creative Producer
John Bleeden
Business Director, Executive Team
Jane Wang
CEO
Juan Pedro Mc Cormack
Paulo Fogaça
Chief Innovation Officer
Dave Meeker
Digital, Entrepreneurship & International Vice President
Marco Billi
Editorial
COLOSSAL/ Cutters Studios
Film Production
Friends and Family / The Youth
Head of Digital Health
Felipe Catao
Managing Director
Martín Seijas
Offshore Services Director
Sebastian Porta
Operations Director
Thiago Winkler
Senior Producer, Integrated Production
Kelley Varga
VFX / Finishing
COLOSSAL/ Flavor
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