Cannes Lions

Challenging Heart Day

ABBVIE GK, Tokyo / ABBVIE / 2016

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Overview

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OVERVIEW

Description

It focused on physical activity which children with heart disease are normally restricted. We organized the first sports event that they can take part in. In order to assure the safety of the event and earn trust, we collaborated with medical specialists who play leading roles in National Association to Protect Children with Heart Disease and the Japanese Society of Pediatric Cardiology and Cardiac Surgery. To ensure that children with heart disease can have confidence, we developed new exercises just for the occasion with an NPO that integrates medicine and welfare with entertainment and a young man living with heart disease.

Execution

In the event, children created a piece of art work and composed music by recording the sound of their heartbeats. Parents spent time away from their children and learned about the issues relating to heart disease and the need for their independence. In addition, parents and children interacted with one another who shared same concerns such as isolation. The day concluded with children presenting a message which was “Thank you as always.” written on a banner they created through exercising, with the music they created with professional musicians. Through the eyes of this young man, “Challenging Heart Day” was documented on video from its preparation stage up to the completion of the event. An adolescent patient’s effort to come to terms with heart disease was also made into a documentary film.

Outcome

Many of the participating parents, healthcare-related personnel, and media were able to witness the potential of the children. Participating parents increase opportunities for outside exercise. Healthcare-related personnel realized the importance of children’s self-reliance. Media was able to deepen their understanding on the unseen issues. In addition, a documentary film summarizing these initiatives called for much sympathy. Through National Heart Disease Child Protection Association and the Japanese Society of Pediatric Cardiology and Cardiac Surgery, the film was watched by 4,500 members of families afflicted with heart disease, as well as 2,500 specialist healthcare personnel.

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