CONNECT PEN & NOTEBOOK

TitleCONNECT PEN & NOTEBOOK
ClientOTSUKA PHARMACEUTICAL CO.
Product / ServiceEDUCATION OF CRANIAL NERVE DISEASE
CategoryE05. Education & Services aimed at Non-Healthcare Professionals
EntrantTOPPAN PRINTING Tokyo, JAPAN
Idea Creation TOPPAN PRINTING Tokyo, JAPAN
Production TOPPAN PRINTING Tokyo, JAPAN

The Campaign

In order to develop an impression that will lead to better understanding about ‘improper neurotransmission’, we expressed the neural circuits of the brain as ‘electric circuits’. The ‘Connect Pen & Notebook’ is a pen and notebook set using ‘silver nano particle ink’, which conducts electricity. By drawing a line on the specified section on the notebook, the ‘unconnected’ electric circuit in the book is connected, lighting up the LED. The lines drawn with the pen are linked with explanations of the diseases, aiding to gradually increase understanding about them. Eventually, electric circuits shaping the brain appear, which expresses neurotransmission.

Creative Execution

Ink We use quick-drying nanoparticle ink and devised an exercise where electricity is immediately conducted as you write and LED is lit. This surprising experience will leave an impression of the message we deliver. Paper The section manufactured by applying heat and pressure processing uses a special paper called ‘Pachica’, which is semi-transparent. The LED lights the semi-transparent section from below to emphasize a design created by shadows. Page composition The contents are a 10 minute experience that focuses on ‘improper neurotransmissions’. The last page shows an electric circuit in the shape of a brain. The punched sections in accordance with the story on each page are also part of the electric circuit design.

University lectures were conducted in a large classroom with over 100 participants and a small class with about 20 people. Within this year we expect numbers to become 500 in university lectures, 300 with corporate training, and 200 in family associations of patients, totaling 1,000. According to survey after this experience, 80.3% of the people expressed improved understanding towards cerebral nerve diseases. The electric circuits of this notebook are handmade by the patients. The costs for making them are paid to the patients through Silver Ribbon, which is an organization raising awareness about cerebral nerve diseases.

The purpose of this work is to reduce prejudice towards patients with mental diseases. These prejudices develop between the patients and those who surround them. Therefore it is important to improve awareness of people close to these patients. For this reason we chose to directly deliver messages to those people instead of dispersing through the media. We also decided to incorporate the messages in exercises that can be enjoyed individually since messages may be serious. This is the reason for choosing Direct or Promo & Activation.

Otsuka Pharmaceutical develops medicines for bipolar disorder, epilepsy, schizophrenia, and Parkinson's disease. This campaign does not mention medicines, and instead will tackle issues relating to prejudices suffered by patients of the four diseases. This is in order to improve the QOL of patients by means other than taking medication. We aim to widely reduce prejudice in standard society, however we have targeted people close to patients for experience with using the Pen and Notebook. These people include families of patients, social welfare lectures in universities, and corporate mental health training. This is in order to resolve the difficulties of patients more efficiently and swiftly.

Credits

Name Company Position
Keisuke Noda Toppan Printing Co., Ltd. staff
Mitsunori Kamei Toppan Printing Co., LTD Creative Director
Takehisa Yamamoto Toppan Printing Co., LTD Art Director
Shohei Sawada Toppan Printing Co., LTD Designer