The One Show
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Category
Craft / Use of Technology
Annual ID
OS24_PH004G
About the Work
Parkinson's disease affects 8.5 million people, with up to 89% experiencing facial and speech impairments, hindering emotional expression. Traditional exercises, recommended for maintaining facial mobility, see only 3% adherence. In response, Eurofarma introduced Scrolling Therapy, a groundbreaking mobile platform converting scrolling time into therapy time.
Scrolling Therapy is grounded in genuine user experience and empathy, using data and technology to tackle not only the practical barriers to adherence but the very real emotional barriers.
The platform uses technology accessible through every smartphone, and behaviours familiar to every user to create a highly innovative but completely intuitive new interface that transforms patient’s experience of their facial exercise regime.
What’s more, we don’t just remove the barriers to regime adherence, we enhance the experience, creating a highly personalized therapy journey for every patient, grounded in content they love, and using data and AI to track and support their progress.
Leveraging insights from patients, neurologists and physical therapists we identified two key challenges:
-Physically, it’s hard to find the time and energy for facial therapy amidst all the other daily challenges patients face.
-Emotionally, it’s even harder- spending hours gazing into a mirror at a face you don’t quite recognize any more.
A daily 45-minute facial exercise routine can significantly improve symptoms, but only 3% of patients follow it. We knew that if we were to successfully drive adoption, we would need a solution that was not only convenient, but one that tracked progress in a new way, reducing the emotional burden for patients. Worldwide, we spend 2.5 hours a day scrolling through our social feeds. What if we could convert down time to therapy time?
The app, utilizing Google's TensorFlow AI platform, 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. Patients learn gestures through an easy tutorial, set up facial recognition, and seamlessly integrate therapy into their social media browsing.
Scrolling Therapy is grounded in genuine user experience and empathy, using data and technology to tackle not only the practical barriers to adherence but the very real emotional barriers.
The platform uses technology accessible through every smartphone, and behaviours familiar to every user to create a highly innovative but completely intuitive new interface that transforms patient’s experience of their facial exercise regime.
What’s more, we don’t just remove the barriers to regime adherence, we enhance the experience, creating a highly personalized therapy journey for every patient, grounded in content they love, and using data and AI to track and support their progress.
Leveraging insights from patients, neurologists and physical therapists we identified two key challenges:
-Physically, it’s hard to find the time and energy for facial therapy amidst all the other daily challenges patients face.
-Emotionally, it’s even harder- spending hours gazing into a mirror at a face you don’t quite recognize any more.
A daily 45-minute facial exercise routine can significantly improve symptoms, but only 3% of patients follow it. We knew that if we were to successfully drive adoption, we would need a solution that was not only convenient, but one that tracked progress in a new way, reducing the emotional burden for patients. Worldwide, we spend 2.5 hours a day scrolling through our social feeds. What if we could convert down time to therapy time?
The app, utilizing Google's TensorFlow AI platform, 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. Patients learn gestures through an easy tutorial, set up facial recognition, and seamlessly integrate therapy into their social media browsing.
2024 Awards
Total Points: 45
Gold Pencil
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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