The Brief

The ease by which the mobile app can be downloaded and its free availability on Google Play makes it an appropriate entry. In the app, the missions to train children with autism to improve their social skills were purposely designed to be child-friendly with simple instructions and call-to-actions to ensure they have minimal fuss when using the program.

Creative Execution

Studies show that children with autism like to interact with digital devices. So we developed the world’s first interactive camera app to help them improve social skills. Using Samsung smart devices, we developed a fun and easy-to-use app to help children with autism interact with people. In collaboration with doctors, professors and app developers, seven missions were created to train the children to make better eye contact and improve their communication skills.

Describe the creative solution to the brief/objective.

The target audience is parents with autistic children. They’re technologically-savvy and largely well-versed with Samsung products. The media chosen is mobile devices and is determined by the insight that children with autism like to interact with digital devices.

Results

Clinical test results showed that 60% of the children made better eye contact and 40% showed improvement in expressing themselves emotionally. The free app was first launched in South Korea and Canada, and then globally on 22 December 2014. Within a week, it quickly became one of the most downloaded apps in the “Education” category. It ranked third in the UK, fourth in the US and fifth in Brazil (as of 30 December). The number of downloads and media coverage have been increasing dramatically.