Background

The average treatment period of pediatric cancer patients is almost two years and a half. Most of the time they are waiting for their treatments laying on their beds, doing nothing except only watching smartphones and televisions. The lack of those children’s physical activities, in turn, leads to mental stresses that cause negative effects to their health improvement. Hyundai Insurance wanted to make a special playground for them to help boost their physical abilities and lower stresses come from painful treatment.

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 strategy

- ‘Average treatment period of pediatric cancer patients : 2 years and 6 months’, ’The amount of activities performed by child patients : 83.3% of normal child’ After gathering such relevant data and in-depth interviews with pediatric staffs and the parents of the patients, the patients’ needs was deduced. Most of problems are stemmed from the lack of patients’ physical exercises which cause stress and insomnia. - 65% of children in Korea have been hospitalized during their childhood at least once. We focused on the fact that child patients have little to do but waiting for the treatments in the boundaries of a hospital. For this reason, Healing Jungle was installed in two of the biggest children’s hospitals. - The Contents designed not only to provide esthetical entertainments but to work as an extension of treatment process, by let the child patients access instantaneously to the amusement of ‘Healing Jungle’

Describe the execution

- Garner clue ideas and user insights through in-depth interviews with pediatrics ward staffs, and parents of the patients - 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.

List the results

- An average of 30,000 children experienced within a month - The campaign was made into a viral film which contains the in-depth interview of the real child patients and their parents. The campaign film was voluntarily went viral through social network platforms - Installed in children’s hospitals, the spaces most closely associated with insurance, the campaign established Hyundai Insurance as a company fulfilling their corporate and social duties to their most important consumers, children and their families. - Ranked #1 in Brand Reputation Index(BRI) of the Insurance companies in Korea in 2 weeks after the film launching - 12,174,574 Campaign film views (Viewed by 20% of Korea) - Planned to be installed at many more children’s hospitals, after the success at Asan Hospital and Severance Hospital, two of the biggest children’s hospitals in Korea