Geriatric Health Services Facility Hitorizawa Film, Digital, DM Refunbilitation Clinic [video] by Dentsu Inc. Tokyo

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Refunbilitation Clinic [video]

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Industry Public Safety, Health & Hygiene
Media Film, Digital, Interactive & Mobile, Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Tomohiro Sawada
Art Director Emi Kaminaga
Copywriter Kyosuke Fukuoka
Photographer Keisuke Nambu
Released July 2016

Awards

Spikes ASIA 2016
Digital Branded Tech: Branded Tech Offline Bronze Spike

Credits & Description

Titile: Refunbilitation Clinic
Agency: Dentsu Inc
Brand: Geriatric Health Services Facility Hitorizawa
Country: Japan
Advertising Agency: Dentsu Inc, Tokyo
Entrant Company: Dentsu Inc, Tokyo
Media Agency: Dentsu Inc, Tokyo
Pr Agency: Dentsu Inc, Tokyo
Production Company: Taiyo Kikaku, Tokyo
Planner: Kenichi Yoshioka (Dentsu Inc.)
Planner: Satoshi Yamamoto (Dentsu Inc.)
Technical Director: Suguru Nikaido (Tongullman Inc.)
Director Of Photographer: Tetsuro Hirano (Free)
Technical Engineer: Tomo Iwamoto (Tongullman Inc.)
Lighting Director: Tomohiro Takahashi (Free)
Planner: Yuuki Abe (Dentsu Inc.)
Art Director: Emi Kaminaga (Dentsu East Japan Inc.)
Film Producer: Katsuya Fujisaki (Taiyo Kikaku Co.,ltd.)
Planner: Naoya Kudo (Dentsu Inc.)
Technical Engineer: Richard Schembri (Tongullman Inc.)
Planner: Toru Suwa (Dentsu Inc.)
Copywriter: Kyosuke Fukuoka (Dentsu Inc.)
Creative Director: Tomohiro Sawada (Dentsu Inc.)
Photographer: Keisuke Nambu (Tfc Plus Corporation)
Planner: Nanako Tani (Dentsu Inc.)
Technical Director: Nobuhiro Kobayashi (Tongullman Inc.)
Copywriter / Creative Technologist / Planner: Atsushi Otaki (Dentsu Inc.)
Film Producer: Hirotaka Tochihara (Taiyo Kikaku Co.,ltd.)
Planner: Hisashi Tanaka (Dentsu Inc.)
Technical Director: Kodai Horita (Dentsu Inc.)
Technical Designer: Shota Kugawa (Tongullman Inc.)
Creative Director/Art Director: Tsudou Honda (Dentsu Inc.)
Technical Director: Yuta Takeuchi (Dentsu Inc.)
Film Director /Photographer/Editer: Youdai Kita (Taiyo Kikaku Co.,ltd.)
Technical Producer: Hiroyuki Mizuno (Tongullman Inc.)
Planner: Masakazu Ido (Dentsu Inc.)
Music Artist/Title: http://yurusports.com/sports/h...
Strategy:
We had discussions with occupational therapists to learn and decide the most effective body movements for elderly's rehabilitation. Opinions given by elderly, especially people sitting in a wheel chair were also considered. To maximize elderly's interest, we designed our fun method based on Japan's traditional culture, which are familiar with the elderly.
Campaign Description:
We developed 3 fun types of rehabilitation "ReFUNbilitation Clinic" using digital devices in cooperation with occupational therapists. "Ton-Ton Voice Sumo" for improvement in throat function to breathe and swallow food. "Fireworks Toss" for stretching the upper body. "Kotatsu Hockey" for facilitating expansion and contraction exercise for arms.
Brief with projected outcomes:
None.
Audience:
Our work is meaningful to every elderly people, occupational therapists, doctors and facility workers. It is not only effective for the actual players, but also contributes to increased communication across the entire care facility.
Synopsis:
Japan's elderly population is growing faster than any country in the world. At care facilities, lack of exercise and patient initiative towards rehabilitation are major issues. These problems are caused because the existing rehabilitation is not fun at all. A new type of rehabilitation was needed for elderly. They must be fun, effective, and simple so that everybody including people sitting in a wheel chair can participate.
Outcome:
Elderly were engrossed by these methods, and occupational therapists were impressed by this success. It also contributed to increased communication across the entire care facility. "ReFUNbilitation Clinic" has received accolades from numerous media outlets including Japan's major TV shows, and many hospitals and clinics are currently making plans for its implementation. We were able to change rehabilitation from something undertaken passively into something fun that people want to do on their own.
Execution:
We first launched "ReFUNbilitation Clinic" on 27/1/2016, at Geriatric health services facility HITORIZAWA. On this day, about 40 people enjoyed the rehabilitation. Second implementation was on 29/2/2016 at the same place, and at this time more than 80 people played, including not only elderly but the staffs who work at the facility. KOUNANDAI Hospital and HEART-WARM Clinic are scheduled for the next implementation.