THE FRIENDLY SPORT

TitleTHE FRIENDLY SPORT
ClientBIOGEN JAPAN
Product / ServicePHARMACEUTICAL
CategoryA11. Sports
EntrantOZMA Tokyo, JAPAN
Idea Creation OZMA Tokyo, JAPAN
Idea Creation 2 WORLD YURU SPORTS ASSOCIATION Tokyo, JAPAN
PR OZMA Tokyo, JAPAN
Production WORLD YURU SPORTS ASSOCIATION Tokyo, JAPAN

The Campaign

We have modified the traditional Japanese team sport tamaire, so that both MS patients can play it with others on an equal level. Playing this game with others is a form of rehabilitation for MS patients, and also a way for people to have a better understanding of MS by experiencing for themselves some simulated MS symptoms through the game.

Creative Execution

We worked with MS patients, specialist physicians and professionals in sports development to modify tamaire. This development process facilitated communication and deepened mutual understanding among all parties, such as by allowing MS patients to share their concerns and specialist physicians to provide correct information on MS. We then held an event for MS patients and the public to enjoy playing the new version of tamaire. Around 60 people, including MS patients, joined in our tamaire event held from March to April 2016, prior to World MS Day in May. The “making-of” documentary was released in November 2016, and since then it has been widely shared on SNS by MS patients. The tamaire is still being covered widely in the media and featured in many events.

-The modified tamaire facilitates communication between MS patients and the public, while raising awareness and promoting a better understanding of MS. -The people involved in developing it are now more aware of MS. -MS patients are able to play a familiar childhood game that also benefits their rehabilitation. -MS patients have shared this project with their family and friends on SNS and increased the number of first-time attendees at patient-run talks on MS. -Our documentary was featured in Japan’s largest MS patients’ association’s website. Considering the share by SNS, reached 60% of MS patients for 20,000 MS patients in Japan. -The event was covered by 23 media including NHK and the Nikkei newspaper, reached 50,000,000? audiences. -Our modified tamaire has been featured in many TV programs and events, helping to further raise awareness of MS. -It has become the Friendly Sport for MS patients and the public.

We have modified the team sport tamaire that almost all Japanese have played as a child, and made it into a game that MS patients and the public can play on an equal level. The modified tamaire is a game MS patients can play for enjoyment and to assist in rehabilitating their many symptoms. It also promotes a better understanding MS and its symptoms among the public who play the game.

Ordinarily, the winning team in tamaire tosses the most balls in the highly-positioned basket within a set time. Our modified tamaire considers MS patients who tire easily; the basket topples over if too many balls are tossed in, resulting in a forced 30-second break. MS symptoms often a disappear and reappear in a cycle, so the forced-break allows healthy people to experience the intermittent nature of MS symptoms. We have also made tamaire safer for patients in wheelchairs, by adjusting the position of the ball toss and basket height accordingly.

Credits

Name Company Position
KOSHIRO NOMURA OZMA Inc. PROJECT MANAGER
MAIKO BANNO OZMA Inc. SENIOR DIRECTOR
YUMI FURUMOTO OZMA Inc. PR PLANNER
TOSHIKAZU FUSE OZMA Inc. PR PLANNER
JUMPEI FUJIWARA OZMA Inc. PR PLANNER
TAKANORI MIYOSHI OZMA Inc. MOVIE PRODUCER
TAKUYA HAGIWARA World YURU Sports Association CREATIVE MANAGER
TETSURO NAKANO World YURU Sports Association SPORTS CREATER
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