Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

- By national advertising regulations of Korea, any advertisement that may guarantee a certain health benefits or inadvertently cause damage to citizen health are strictly forbidden. - Most advertisements are pre-screened by relevant institutions, and any expressions/phrases that may cause confusion or misunderstandings by the consumer are strictly controlled.

Describe the target audience and why your work is relevant to them.

‘Healing Jungle’ is more than a simple playground. It’s a custom interactive play wall designed for patients to provide entertainment and aid in the healing process. The contents, designed to aid child patients with physical stimulations and mental wellness, have been developed in consultations with pediatricians, nurses and rehabilitation professionals.

Describe the creative idea

- Technology : The interactive wall, utilizing motion sensor technology that reacts in real-time to children’s movements, is installed in a prominent and oft-visited hallway. (*Motion sensors were used to prevent possible infections through direct contact) - Contents : The digital playground themed jungle and animals which are familiar to children, to alleviate the fear and stress comes from the images that hospital invokes. It consists of programs that are designed uniquely for child patients’ life patterns at the hospital – afternoon programs to provide much-needed exercises, and evening programs to alleviate the stress of treatments and help with sleep. A total of 11 programs were developed in consideration of patients’ age and their state of physical development.

Describe the execution

- Garner clue ideas and insights through in-depth interview with pediatrics ward staffs, and parents of the patients - Theme : Themed after jungle, Let children see a different scenery to play and interact with instead of cold concrete walls. All of the backgrounds and animal characters are rendered into full 3D, give the illusion and depth of actually feeling of being in a jungle in front of the wall. - UI Design: An interactive wall that could be activated with only motions made in front of the walls the patients face everyday. (*Motion sensors were used to prevent possible infections through direct contact) - UX Design : Interactions enabled by walking beside the wall, standing in front of it, or touching the animals while in main screen beams moving. Various contents delivered through sound and images in reaction to the patients’ motions, holding their attention to continue interactions. - Sound Design : The daytime contents in the jungle provide a soft music with various animal sounds, and nighttime contents provide calming atmospheric sounds of a forest, with ASMR-like properties. - 1 year for contents developing in collaborative efforts with contents planner, developers, creators, pediatricians, nurses. 2 months for constructing the physical components. - Dec 24th, 2018 – The first ‘Healing Jungle’ have launched at Seoul Severance Children’s Hospital - Jan 16th, 2019 – The second ‘Healing Jungle’ have launched at Seoul Asan Children’s Hospital, the biggest children’s hospital in Korea, by request - The development process and afterthoughts of child patients and their families who were the real users of ‘Healing Jungle’ were made into a film and an online advertisement for social network platforms. It was uploaded to deliver Hyundai Insurance’s brand values and ethos even to those who did not experience it at first-hand.