Why is this work relevant for Direct?

This smart bottle is designed to work DIRECTLY with BAKAMOL's paracetamol users to prevent a drug overdose and help them consume paracetamol correctly.

Background

52% of suicide attempt is by drug overdose and the most common drug in every household is paracetamol (9 in every 10). One of the biggest paracetamol manufacturers in Thailand, BAKAMOL, wants to protect their users from misusing their product.

Describe the creative idea (30% of vote)

BAKAMOL P.O.D, a paracetamol bottle designed to prevent a drug overdose. For adults, it takes only 10 - 20 tablets all at once to kill. Designed primarily for personal use, the P.O.D bottle dispenses only 2 tablets* at a time. After the pills are released, the bottle stays locked for 4 hours which is a normal recommended dose** for adults. This simple mechanic is designed to disrupt the impulsive suicide attempt process and wait for the person to regain their normal coping mechanisms and survive long beyond the moment. *Dose may vary according to user’s weight. **1-2 tablets and leave at least 4 hours between dose.

Describe the strategy (20% of vote)

52% of suicide attempt is by drug overdose and the most common drug in every household is paracetamol (9 in every 10). One of the biggest paracetamol manufacturers in Thailand, BAKAMOL, wants to protect their users from misusing their product.

Describe the execution (20% of vote)

The new bottle is distributed to hundreds of drug stores and hospitals across the country. And to ensure this drug-misuse prevention becomes universal, we are working with Thailand FDA to make the P.O.D technology publicly accessible for any pharmaceutical company to use with other drugs by 2020.

List the results (30% of vote)

- More than 70K distributed. - 95% positive feedback from hospital survey - 30% brand lift