Why is this work relevant for Branded Content & Entertainment?

Because a project to support hearing impairment people to perform live events contributes to the improvement of Dentsu’s brand value.

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

Concerning the details/effects of medical treatment, etc., the following are prohibited: advertisements of photographs or other such media depicting imagery before/after medical treatment, etc. that may cause false recognition of the patient(s) or associated persons.

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

Up until now, music education for children with hearing impairments has been so difficult; the PalmBeat dramatically changes that. This product transforms the children's learning environment from one where it's been difficult following the rhythm to one where they can sing advanced songs and experience the fun of sharing music.

Background

Approximately 15,800 Japanese children have a hearing impairment. In the past, music teachers have had some difficulty in properly communicating the concept of rhythm to hearing-impaired children. Every student hears in a different way and has differing levels of impairment, which means that one-on-one instruction is necessary. This requires a large investment in time. Music teachers have had to persevere to resolve this issue, but until now, no breakthrough solutions had appeared.

Describe the creative idea

We developed a device that enables rhythm to be conveyed not through the sense of hearing but through the combined senses of sight and touch. It includes a digital conductor's baton for the instructor and egg-shaped devices for the students which—following the rhythm generated as the instructor waves the baton—use vibration to provide direct feedback to the students in the palms of their hands. By transmitting rhythm via sense of touch, PalmBeat creates an entirely new way to share information on a level much more precise than via hearing aids.

Describe the strategy

We visited an actual school for the deaf and hearing-impaired and had thorough discussions about what was lacking and what kind of opportunities would allow the children to better enjoy music. Through this process, we succeeded in creating a product that really does meet the needs of those involved.

Describe the execution

For one month, the students practiced a musical piece considered to be quite difficult by other classes, after which the school held an informal recital. Dozens of people attended the recital—the students' families included—and all participating classes sung beautifully, receiving rousing ovations from the audience.

Describe the outcome

Within the limited curriculum, students were able to learn a song they were previously unable to learn, and they performed the song in front of a large group of people. In addition, some of the users were able to learn to sing the songs even when not using the Palm Beat device. The aim of the device is to help hearing-impaired students learn the difficult concept of rhythm, and feedback showed that it fulfilled its purpose sufficiently.