Background

Nine out of ten people with disabilities are not born with disabilities but rather develop a disability later in life. Automobile accidents are one of the greatest causes of these types of disabilities. This brand, fulfilling a responsibility that automobile companies shouldn't ignore, has developed a new mobility solution.

Describe the creative idea (40% of vote)

All parents in worldwide remember their child’s first steps as a heart-pounding moment. For parents whose children can no longer walk due to a car accident, this memory may no longer be quite as happy, so the brand decided to offer these people and their families a chance at “Second First Steps”.

Describe the execution (40% of vote)

Along with a documentary film (which was broadcast digitally) aimed at a broad target base. Additionally, an OOH Campaign was conducted by showing a pictogram in a handicap sign taking “new first steps”, and seeking others from among the general public who may become future participants of the project. The final goal is to allow patients paralyzed from the waist down to use MEX to engage in daily life activities anywhere from their hospitals to their homes. Clinical testing for MEX was conducted in 2019 for a total of eight months and was successfully completed. The results and feedback of these tests are being used to develop future versions of MEX.

List the results (20% of vote)

The film gained the support of people and the media around the world. There was an overwhelming global response to Second First Steps. As of June 24, the number of video views on YouTube reached 42,436,794. In addition, this film inspired many others at London’s Piccadilly Circus.