Cannes Lions

Outcare

HAVAS HEALTH, Sao Paulo / HOSPITAL SAMARITANO / 2024

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

It all started with a mother of an electro-dependent patient who wanted to take her son out to experience what life he has left. She began taking short walks, but carrying 6 to 8 pieces of equipment was burdensome. So, she improvised using regular backpacks and a motorcycle battery. Concerned about the patient's safety, the agency was called upon to find a solution.

We combined engineering, medicine, and family knowledge to create an independent station that accommodates all devices in one unit, providing electrical autonomy for outdoor childhood experiences for electro-dependent children.

It was important for us to be aware of and comply with all applicable laws and regulations to ensure the safety and well-being of the patients we serve.

Funding was limited, so the project relied on contributions from the hospital, doctors, the mother, and supportive suppliers.

Idea

For electro-dependent children, life is confined within four walls. Some may never experience the outdoors. In response, we created Outcare: the fist and only “one size fits all” independent station offering mobility for these children to enjoy outdoor childhood experiences — basking in the sun, interacting with peers, and joining family outings.

Compartments are meticulously designed to securely store each device, while the battery ensures a minimum of 12 hours of operation. Children under the care of Samaritano Hospital are currently using Outcare. A study was conducted to assess the improvement in the quality of life of patients who used the station, and it will be presented at a medical symposium in May, 2024.

Strategy

We combined engineering, medicine, and family knowledge to create an independent station that accommodates all devices in one unit, providing electrical autonomy for outdoor childhood experiences for electro-dependent children.

The primary audience of this work was children with Short Bowel Syndrome. This product is significant for these patients because it allowed them to live life with more autonomy and freedom, something that was not possible due to laws and rules requiring home care patients to stay at home.

Along with the hospital's medical staff, we silently developed the MVP and prototype of the product. Only when development was complete did we deliver 50 units to 50 patients, inviting them to participate in a clinical study. Next, we intend to extend the offer to all patients with Short Bowel Syndrome in Brazil.

Execution

February 2021 – A multidisciplinary team, supported by Hospital Samaritano, developed a prototype for the first independent power station capable of safely housing up to 5 devices for 12 hours, thus enabling patient mobility.

June 2022 – Building on the project's insights, we refined the device housing, reducing the station's weight and size by 30%, and introduced a cover made from recycled PET bottles. We also met all the new safety requirements set by Samaritano Hospital's medical team, focusing on further reducing contamination risks and ensuring device stability.

November 2023 – Mass production commenced with 50 backpacks distributed to patients undergoing treatment at Hospital Samaritano, who participated in a clinical study aimed at measuring the extent to which freedom and contact with the outside world can improve patients' clinical and emotional conditions, potentially even extending their lifespans.

April 2024 - Patent filed within the National Institute of Intellectual Property.

Outcome

The development of Outcare continues beyond this point. Following the publication of the study, the equipment will undergo a review for further improvements. Already proven scalable, the product will soon be accessible to patients with Short Bowel Syndrome, and interest from those with other diagnoses is also evident.

Outcare has showcased its significance in revolutionizing Brazil's entire home care industry, emphasizing that true quality of life entails the freedom to live fully. The ultimate goal is to offer Outcare through health insurance and public healthcare systems.

The clinical study yielded exceptional results: 100% of caregivers noted improved mobility and ease of equipment transport, while all patients preferred the backpack to exposed devices. Furthermore, 55% of children and 100% of parents reported increased happiness, with 90% observing enhanced self-esteem in the children.