Me Muevo Foundation Digital, Case study Sign Therapy [image] by Prolam Y&R Santiago

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Sign Therapy [image]

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Alvaro Becker, Francisco Cavada
Creative Director Mauricio Muñoz
Art Director Fernando Espinosa, Adrian Henriquez, Matías Cabrera  
Copywriter Jaime Cornejo, Cristian Montegu
Released October 2016


Lions Health 2017
Pharma Patient Support & Disease Management: Patient Engagement Utilities Bronze Lion

Credits & Description

Title: Sign Therapy
Agency: Prolam Y&R
Brand: Me Muevo Foundation, Sordos Chilenos Foundation
Country: Chile
Entrant Company: Prolam Y&R, Santiago
Advertising Agency: Prolam Y&R, Santiago
Executive Creative Director: Francisco Cavada (Prolam Young & Rubicam)
Executive Creative Director: Alvaro Becker (Prolam Young & Rubicam)
Head Of Art: Emerson Navarrete (Prolam Young & Rubicam)
Creative Director: Mauricio Muñoz (Prolam Young & Rubicam)
Copywriter: Cristián Montégu (Prolam Young & Rubicam)
Copywriter: Jaime Cornejo (Prolam Young & Rubicam)
Art Director: Adrián Henríquez (Prolam Young & Rubicam)
Art Director: Fernando Espinosa (Prolam Young & Rubicam)
Art Director: Matías Cabrera (Prolam Young & Rubicam)
Director: Matías Montecinos (Schkolnick)
Producer: Ismael Mora (Schkolnick Atómica)
Director Assistant: Felipe Monserrat (Schkolnick Atómica)
Developer: Julio Retamal (Prolam Young & Rubicam)
Account Executive: Nicolás Bouillet (Prolam Young & Rubicam)
Developer: Germán Romero (Prolam Young & Rubicam)
Executive Producer: Luis Moraga (Atómica)
Both foundations (Me Muevo and Chilean Deaf) participated actively, delivering expertise through medical specialists and sign language teachers.A friendly web platform for arthritis patients was created, containing 7 tutorial-sessions conducted by deaf teachers, with daily updates by email, and a poll about personal perception of pain based on the Wong-Baker scale, to gather information of every patient. Online therapy is complemented by face-to-face sessions where patients practice what they learn with deaf persons, and build an emotional bond between the two.The platform (online therapy) was launched on April 19, 2017, and face-to-face therapies, the last week on the same month.The plan by the end of the year is to consolidate the platform in Chile and then replicate it in other countries. That is, to create new tutorial-sessions using the sign language of each country.
Campaign Description:
Noticing the similarity between exercises for arthritis and sign language, specialized doctors and deaf teachers created a therapy based on sign language that motivates patients to do their daily exercises as they learn a new language and help deaf people to communicate in their language.
About 90,000 people in Chile have rheumatoid arthritis, a chronic condition that makes difficult any common activity and discourages them from performing their daily exercise therapy. Meanwhile, about 500,000 deaf people have a different problem that seems to have no cure: Over 99% of Chilean people don’t know sign language.We had two main objectives:1.- Motivate arthritis patients to do their exercises.2.- Increase the universe of people who speak sign language.
To address patients with arthritis, we first started by tapping into the Me Muevo Foundation's partner base, then looking for more patients through a promoted post campaign on Facebook. We did the same with the Chilean Deaf Foundation’s: we called them to participate as teachers in the online therapy and in face-to-face sessions. And we sent the campaign to the media to impact public opinion with the initiative.Digital is the only platform where patients could follow this new therapy every day.And we complement it with face-to-face sessions with deaf people to exercise what has been learned and to create a bond between both people.
The target audience was: · About 90,000 people with arthritis (The actual government's numbers are very outdated.)· And secondarily, 500,000 deaf people and public opinion.
· +1,000 registered patients = +1.000 new apprentices of sign language on the first two weeks.· Face-to-face therapy sessions have already begun at the San Juan de Dios Hospital, one of the biggest in Chile, and soon this practice will be done in more health centers.· +1 million media impressions on the first two weeks.
Brief with projected outcomes:
The campaign was not related to any communication restrictions, in fact, it was supported by the Chilean Government through the Ministry's Undersecretary of Health.