The Hospital for Sick Children Digital Pain Squad by Cundari

Pain Squad

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Industry Charities, Foundations, Volunteers, Mobile applications
Media Digital, Interactive & Mobile
Market Canada
Agency Cundari
Art Director Acd - Mike Sipley
Copywriter Acd - Cory Eisentraut
Editor Cherie O'connor
Released May 2012


London International Awards 2012
Digital Health Care Services Silver Winner
Digital Mobile Apps Silver Winner

Credits & Description

Entrant: Cundari, Toronto
Hospital for Sick Children - "Pain Squad"
Visit Website:
Corporate Name of Client: Hospital for Sick Children
Agency Account Director: Mike Orr
Agency: Cundari, Toronto
Chief Creative Officer: Brent Choi
Associate Creative Directors: Cory Eisentraut/
Mike SIpley
Copywriter: Cory Eisentraut
Art Director: Mike Sipley
Agency Producer: Carol-Ann Granatstein
Programmers: Patrick Lee/Jin Kim/Ali Asim
Graphic Designer: Stuart Thom
Directors of Photography: Rob Dutchin/Kawal Singh
Digital Designer: Stuart Thom
Editor: Cherie O'Connor
Sound Designer: Ed Zych
Description of the Project
Every year at Toronto’s Hospital for Sick Children, (or SickKids) they are treating thousands of children with cancer. One of worst parts of what these young patients have to go through is pain. To help combat it, the hospital needs their patients to keep a daily record of exactly how they are feeling. Unfortunately, after multiple treatments, many patients are too tired to keep detailed reports. And unless this data is collected daily, it is virtually useless. SickKids approached us to help find a creative solution to collect this data every day. And with that, the Pain Squad Mobile App was born.
Twice a day patients received an alert telling them to complete their report. With a flick of the finger, they could easily identify exactly where and how much it hurt, plus which medications were helping. To ensure patients would consistently file their reports, we built in an engaging reward and graduation structure. After completing 3 reports in a row, recruits would receive a motivational video featuring an actor from Canada’s top police dramas, Flashpoint and Rookie Blue. Due to its success the App is now being deployed to 4 other Canadian hospitals and will soon be available everywhere.