Pharma > B: Communications to Non-Healthcare Professionals

FUNTASTIC HAND

PUBLICIS COLOMBIA, Bogota / CIREC / 2015

Awards:

Silver Cannes Lions
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Supporting Images
Supporting Images
Case Film

Overview

Credits

Overview

Audience

The launch of this new category of prosthesis will be held at the World Congress of prosthesis.

Added values are communicated to loyalize doctors and ensure a prescription of the new product.

Rehabilitation centers will be trained to produce the socket compatible with the system.

BriefWithProjectedOutcomes

Article 30: CAMPAIGNS OR MESSAGES WITH SOCIAL CAUSES: When referring to an advertiser's participation in an event or charity campaign in the commercial message, advertising must comply strictly with the principles of honesty and good faith. In addition, it is subject to the following rules: 1. The advertiser should disclose explicitly, unequivocally, without oversize or mislead, the extent of their participation in the relevant act or charity campaign. 2. If reference to some advertising organization is characterized by solidarity, you should count on the consent and must be respected the instructions given by the organization or the conditions under which authorization was granted.

CampaignDescription

Colombia as one of the most heavily land-mined in the world. Many of the injured people by land mines are children.

The needs of a disabled child are many, the physiological needs of replacing a lost part of their body is one of the priorities.

Funtastic Hand, is a creative prosthetic system designed for kids could use their imagination to make their own prosthetics and have fun at the same time. Designed by industrial designer Carlos Torres. This prosthesis has a special device that allows to connect a functional hand or anything made of LEGO.

During 2 months we collected the LEGO pieces through mailboxes located in schools, kindergartens and toy stores.

This LEGO pieces were brought to La Escuela Colombiana de Ingeniería (The Colombian Engineering School) to start the development process of the prosthesis under the lead of Carlos Torres to finally been deliver to the kids in Cirec.

ClientBriefOrObjective

¿How can we create a prosthesis that catches the interest of a kid with disability?

Primary target: Kids between 3 and 12 years old.

Secondary target: Parents and people who want to help kids with disabilities.

Cirec Foundation raises awareness for the kids with no disabilities to help kids with disabilities and show them as normal kids, kids that want to play too but the only difference is that they don´t have a leg or an arm, so by donating one brick of their own LEGO, the kids of the foundation would be able to build their own prosthesis.

Execution

First of all, we created a prototype designed by industrial designer Carlos Arturo Torres. This prosthesis has a special device that allows to connect a functional hand or anything made of LEGO.

After some testing, we started the awareness campaign for the kids who wanted to help the kids with disabilities by collecting the LEGO pieces and helping them to reintegrate by playing.

During 2 months we collected the LEGO pieces through mailboxes located in schools, kindergardens, malls and toy stores.

This LEGO pieces were brought to La Escuela Colombiana de Ingeniería (The Colombian Engineering School) to start the development process of the prosthesis under the lead of Carlos Arturo Torres to finally been deliver to the kids in Cirec.

Outcome

At this moment, La Escuela Colombiana de Ingeniería (The Colombian Engineering School) is developing 15 more prosthesis, each prosthesis cost around USD3.000 (just the materials). These costs are being covered through money donations of schools, companies and people who want to help.

More than 500 mailboxes were installed at this time, and we´re still collecting more Lego pieces, locating more mailboxes around the country.

But the most important achievement, is the reintegration of the kids to the society and the chance to play again but feeling well in their daily lifes. The donation of the LEGO bricks by the other kids was the way to bring them closer to the problem, make them think about it and take action to help and build the prosthesis.

Strategy

Funtastic Hand is the first playful prosthesis in the world that it´s a toy at the same time. It´s a mix between technology and LEGO that a kid with disability could build. It´s easy to use, easy to put and gives autonomy to the kid to develop his imagination. Besides it´s a tool for kids with disability to reintegrate to society and so that they could interact with other kids through playing.

Synopsis

Colombia is one of the most heavily land-mined country in the world. Many of the injured people by land mines are children. An amputation can be the most traumatic episode in children´s lives, the social impact can be traumatic in their lives regardless their disability.

The prosthesis that exist are uncomfortable, unfriendly, kids don´t want to use them and aren´t appropriate for the kids in order to what they want to do: PLAY.

Cirec Foundation has been dedicated to the physical and emotional rehabilitation of kids that have lost one of their limbs due the internal conflict, accidents or illness.

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