Cannes Lions

TOY8 Screening

McCANN, Tokyo / TOY EIGHT / 2023

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Overview

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Overview

Background

Malaysia has had one of the highest learning losses among Asian developing nations due to the pandemic. 25% of all preschools have closed, and many developmental delays and learning difficulties have been reported by schools. 88% of parents are concerned about their children's development.

Early detection and intervention are the only solutions for this serious social issue. If we can detect and take action early enough, the probability of improving developmental problems will significantly increase. However, Malaysia does not have developmental screening subsidised by the government. Without developmental screening, it is impossible to plan the right intervention programs. Signs of developmental delay may also be missed without screenings.

Most parents did not have access to or could not afford the screenings as specialists were limited, and it was expensive. To democratise developmental screening in Malaysia, a large budget and time commitment are required to train specialists across the country.

Idea

Our idea was to transform developmental screening into a game format. The game links with a smartphone and measures all items included in traditional screenings. Designed like an arcade game, it is also portable. The game format allows the child to be more relaxed then if taking the test with a specialist, helping to bring out the child’s true potential. Turning the screening into a digital game has also solved the problem of high price and lack of specialists. While the average cost of a screening in a Malaysian hospital is $350, the TOY8 screening costs only $35, making it affordable and much more accessible. The game was developed together with Malaysia’s top child developmental specialist, with the scoring method adopted into the system and automated. As long as there’s the screening tool and a smartphone, the screening can be done by anyone, anywhere, anytime.

Strategy

To deliver developmental screenings quickly across Malaysia, our strategy was to turn face-to-face developmental screening into a digital game.

There was no developmental norm for children’s development, as developmental screening is not compulsory. Hence, we needed to set the first standardised developmental norm in Malaysia.

We worked with the University Malaya and Sunway University to design screening items and parent questionnaires and collected data from over 8,000 children aged 3 to 5 years. Scoring language, fine motor, gross motor, social, and cognitive skills in each age group produced the first developmental norm in the country. This developmental screening can alert parents of children with scores significantly lower than the norm to consult a specialist.

Usually, developmental paediatricians compare Malaysian children with Western children because they use tools from USA and UK. On the other hand, this developmental screening uses data from Malaysian children, which significantly increases accuracy.

Execution

TOY8 is committed to bringing developmental screening to every child. Since its initial launch, TOY8 has partnered with the Malaysian Association of Kindergartens to raise awareness of the importance of screenings, and TOY8 is increasingly being implemented across the country. Furthermore, in cooperation with the state governments of Kuala Lumpur, Selangor, and Negeri Sembilan state gorverments, a pilot program is currently underway to make TOY8 a mandatory screening in those states. With the support of kindergartens and NGOs, TOY8 is also actively providing its screening to children of Malaysia's indigeneous communities living in rural areas. The screening has also been implemented as an employee benefit program in large companies such as Shell, The Central Bank of Malaysia and FGV, to name a few.

Outcome

With the cabinet ministers' participation, the National Recovery Council approved TOY8 as a screening tool for the recovery of Malaysian preschoolers.

The screening has also been implemented as an employee benefit program in large companies such as Shell, The Central Bank of Malaysia and FGV, to name a few.

In addition, a project with the National Child Data Research Centre to make screening mandatory in public kindergartens has also been initiated. The project is to democratise TOY8 screening as an infrastructure of the country and continue to research developmental data of children. This is an initiative that will have significant impact on the child's subsequent life.

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