Cannes Lions

Blink To Speak

TBWA\INDIA, Mumbai / ASHA EK HOPE FOUNDATION / 2018

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Overview

Description

NeuroGen Brain & Spine Institute and Asha Ek Hope Foundation (a non-profit) are world renowned organisations that support and treat people with motor neuron disease (MND) and other brain and spine injuries.

There is a bigger battle than the fatal diseases for their patients. The simple act of communication. So NeuroGen and Asha Ek Hope always felt a need for a simple, accessible and affordable method of communication for patients with an alert mind but a paralysed body.

The eye language is specially conceptualised and designed for patients, their families and caregivers to ease their difficulty in speech. This book will help patients all over the world and spread awareness about their struggles and challenges.

Execution

While creating the world’s first language, our priorities were ease, effectiveness and affordability. First we created the alphabets of the eye language. Using eight simple eye movements, we built various combinations that were convenient for patients with any kind of paralysis. We interviewed many patients, caregivers and doctors to choose the messages that will be most useful for patients. Many of these patients require their caregivers to assist them in holding the book, so we kept the design easy to understand even from a distance. Asha Ek Hope and NeuroGen distributed over 1000 books to patients and families. A downloadable e-book is also available for free on the Blink To Speak, NeuroGen and Ashe Ek Hope websites. The book was shared and distributed in other brain & spine hospitals and personal clinics too.

Outcome

Blink To Speak has given a new hope to paralysed patients and their families. Now they have the power to express with the help of Asha Ek Hope and NeuroGen. Over 5000 patients associated with Asha Ek Hope and NeuroGen are now using or getting trained to use the eye language.

The world’s first language has been applauded and shared by major Indian publications like The Times Of India and The Better India. And has been endorsed by the International Association ALS / MND and ALS India.

Over the years there has been extensive research and spend on hi-tech assistive tools for communication. But Blink To Speak is an easy no-cost solution, that is changing people’s lives in every corner of the world.