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Amaral Carvalho Hospital - "Elo Teddy Bear" - DDB Latina

  • Elo Teddy Bear
  • Amaral Carvalho Hospital
  • Amaral Carvalho Hospital
  • DDB Latina
  • Brazil
  • Elo Teddy Bear
Product NameCancer Treatment Hospital
Product CategoryHospitals, Healthcare facilities & Medical Services
More Informationhttp://www.dm9rio.com.br
Date of First Broadcast/PublicationApril 2014
Media TypeMobile Advertising
Length120 Seconds
Awards Cannes Lions International Festival of Creativity, 2014 (Gold Lion) for Mobile
Cannes Lions International Festival of Creativity, 2014 (Gold Lion) for Messaging Campaigns, including SMS, MMS and Mobile EmailMessaging Campaigns, including SMS, MMS and Mobile Email
Technology 3bits
Production Company Trator Films
Executive Creative Director Álvaro Rodrigues
Creative Director Diogo Mello
Art Director Guilherme Cunha
Copywriter Otto Pajunk
Director Will Mazzola
Sound Design Company Lucas Duque Sonido
ELO, a technological teddy bear that brings love to hospitalized children in Brazil.

Story

The video (in English): https://www.youtube.com/watch?v=rEQI-7wvLOY&feature=youtu.be 

A reference to pediatric oncology in Brazil and Latin America, Amaral Carvalho Hospital, located in Jaú, (São Paulo), is promoting an innovative solution to ease the loneliness that children feel when hospitalized in the isolation center for cancer treatment. The campaign was created by DM9Rio to celebrate the 100th anniversary of the hospital, and the classic teddy bears, known for keeping children company, emerged featuring an upgrade: when the kids feel homesick, all they have to do is press the paw of the bear named "ELO" – that means LINK, because they connect children to their loved ones – and they will hear audio notes sent at anytime by family members and friends via WhatsApp.
The video, initially posted only on the hospital's fan page, has taken over social networks and has been the talk of the media all over the country. On YouTube alone there´s been close to 1 million views in the first week.
In a partnership with a manufacturer of hypoallergenic pillows, toys and cushions, this line of special teddy bears was developed and adapted to feature a device that receives, stores and plays messages. Each child has an exclusive number that is given to their relatives.
The goal of the campaign is to get the little patients closer to their loved ones and help them go through the difficult period of isolation in a less lonely way. The project took six months to be developed and currently involves 30 children that are hospitalized in the facility.
For Álvaro Rodrigues, partner and Creative VP at DM9Rio, "ELO is an idea to do good. It features technology, innovation and most importantly, the power to bring the children closer to their family and friends. I hope ELO will be an inspiration for other hospitals and that it can get more partners. We at DM9Rio are very, very proud of having been able to help in a way, even if it's a small contribution, in the treatment of these patients."
Pediatric oncologist Alejandro Aranciba explains the reasons for the isolation of the children. "They can't spend too much time in the external environment because their immune system is debilitated. The ELOs are a door that connects the kids to those who are outside". For the Amaral Carvalho Hospital's head pediatrician, Dr. Claudia Teresa de Oliveira, who specializes in Pediatrics Oncology, this method is a mechanism of emotional support that is important for the children's well being during treatment. "The children are pulled away from their daily routine. They miss their friends, their school and the affection that makes a huge difference in their recovery", she states.
How the technology works: The teddy bears were especially adapted to feature the device that receives messages, in addition to specific speakers that were designed to work inside the bears. A mechanism connects ELOs paws to the device, releasing the message stored when pressed. The messages are sent to a central office and managed by a hospital employee who sends them to the bears. The messages can be updated at any time and are available to the children for the next time they decide to press the bear's paw and listen to them.

 

Concept

The campaign was created by DM9Rio to celebrate the 100th anniversary of the hospital, and the classic teddy bears, known for keeping children company, emerged featuring an upgrade: when the kids feel homesick, all they have to do is press the paw of the bear named “ELO” – that means LINK, because they connect children to their loved ones – and they will hear audio notes sent at anytime by family members and friends via WhatsApp. 

Problem

A reference to pediatric oncology in Brazil and Latin America, Amaral Carvalho Hospital, located in Jaú, (São Paulo), is promoting an innovative solution to ease the loneliness that children feel when hospitalized in the isolation center for cancer treatment. 

Result

The video, initially posted only on the hospital's fan page, has taken over social networks and has been the talk of the media all over the country. On YouTube alone there´s been close to 1 million views in the first week.
In a partnership with a manufacturer of hypoallergenic pillows, toys and cushions, this line of special teddy bears was developed and adapted to feature a device that receives, stores and plays messages. Each child has an exclusive number that is given to their relatives.
The goal of the campaign is to get the little patients closer to their loved ones and help them go through the difficult period of isolation in a less lonely way. The project took six months to be developed and currently involves 30 children that are hospitalized in the facility. 

Pediatric oncologist Alejandro Aranciba explains the reasons for the isolation of the children. "They can't spend too much time in the external environment because their immune system is debilitated. The ELOs are a door that connects the kids to those who are outside". For the Amaral Carvalho Hospital's head pediatrician, Dr. Claudia Teresa de Oliveira, who specializes in Pediatrics Oncology, this method is a mechanism of emotional support that is important for the children's well being during treatment. "The children are pulled away from their daily routine. They miss their friends, their school and the affection that makes a huge difference in their recovery", she states.
How the technology works: The teddy bears were especially adapted to feature the device that receives messages, in addition to specific speakers that were designed to work inside the bears. A mechanism connects ELOs paws to the device, releasing the message stored when pressed. The messages are sent to a central office and managed by a hospital employee who sends them to the bears. The messages can be updated at any time and are available to the children for the next time they decide to press the bear's paw and listen to them.