CHALLENGING HEART DAY

TitleCHALLENGING HEART DAY
ClientABBVIE GK
Product / ServiceCHALLENGING HEART DAY
CategoryE05. Education & Services aimed at Non-Healthcare Professionals
EntrantABBVIE GK Tokyo, JAPAN
PR OZMA Tokyo, JAPAN
Idea Creation OZMA Tokyo, JAPAN

The Campaign

It focused on physical activity which children with heart disease are normally restricted. We organized the first sports event that they can take part in. In order to assure the safety of the event and earn trust, we collaborated with medical specialists who play leading roles in National Association to Protect Children with Heart Disease and the Japanese Society of Pediatric Cardiology and Cardiac Surgery. To ensure that children with heart disease can have confidence, we developed new exercises just for the occasion with an NPO that integrates medicine and welfare with entertainment and a young man living with heart disease.

Creative Execution

In the event, children created a piece of art work and composed music by recording the sound of their heartbeats. Parents spent time away from their children and learned about the issues relating to heart disease and the need for their independence. In addition, parents and children interacted with one another who shared same concerns such as isolation. The day concluded with children presenting a message which was “Thank you as always.” written on a banner they created through exercising, with the music they created with professional musicians. Through the eyes of this young man, “Challenging Heart Day” was documented on video from its preparation stage up to the completion of the event. An adolescent patient’s effort to come to terms with heart disease was also made into a documentary film.

Many of the participating parents, healthcare-related personnel, and media were able to witness the potential of the children. Participating parents increase opportunities for outside exercise. Healthcare-related personnel realized the importance of children’s self-reliance. Media was able to deepen their understanding on the unseen issues. In addition, a documentary film summarizing these initiatives called for much sympathy. Through National Heart Disease Child Protection Association and the Japanese Society of Pediatric Cardiology and Cardiac Surgery, the film was watched by 4,500 members of families afflicted with heart disease, as well as 2,500 specialist healthcare personnel.

AbbVie is a leading company which sells medicine treating the RS virus and it prevents to worsen heart disease for children. It was viewed as a social problem that sometimes parents were overprotective by limiting opportunities for children with heart disease to challenge themselves. AbbVie aimed to encourage them to realize how much they can do in spite of illness. By contributing to children’s independence, it built trust with key opinion leaders of the Japanese Society of Pediatric Cardiology and Cardiac Surgery who were concerning the situation.

The event was designed to challenge not only children with heart disease but also their parents. They normally spend much time together on a day-to-day basis. We gave them the opportunity to be apart from each other with the cooperation of childcare staff which helped parents to detach from children. In addition, a video recording was made of the life of the 20-year-old young man living with heart disease from the event’s preparation stage. It became a movie which showed how he gained a deeper understanding of his illness. Creating the movie has enabled to prolong its outreach involving patients’ groups and medical specialists.

Credits

Name Company Position
KOSHIRO NOMURA OZMA Inc. Senior Director
MAIKO BANNO OZMA Inc. Director
HINAKO TANAKA OZMA Inc. PR Planner
NAOYA TANAKA OZMA Inc. PR Planner
TOSHIKAZU FUSE OZMA Inc. PR Planner
YUKI OKA Ubdobe Representative Director
TOMOMI TATENO Ubdobe executive director
TOMONOBU MORIYAMA LADAK Producer
IKUMI ABE LADAK Director
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