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MOUTHPAD^

WUNDERMAN THOMPSON, Lima / AUGMENTAL / 2023

Awards:

Shortlisted Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Presentation Image
Supporting Content

Overview

Credits

Overview

Why is this work relevant for Titanium?

MouthPad^ represents a significant advancement in assistive technology, providing individuals with disabilities a new level of independence and accessibility. This innovative hands-free device allows users to interact with computers, smartphones, and other digital devices by using their tongues. By facilitating communication and expression, MouthPad^ enhances rehabilitation processes, promotes social inclusion, and significantly improves the quality of life and well-being of people living with paralysis. With its revolutionary technology, MouthPad^ is changing the game in the field of assistive technology, offering a new direction for the industry, and paving the way for further progress.

Background

Innovation is crucial for progress, especially when it has the potential to transform people's lives. People with limited mobility or disabilities such as quadriplegia struggle to use traditional input devices such as keyboards, mouses, or touchscreens. While assistive technologies have advanced, they offer limited options for users with upper-limb impairments. Tongue-controlled devices provide an advanced and alternative access method to digital platforms, offering a wider range of movement options than other assistive technologies. Through MouthPad^, we sought to achieve a technological breakthrough that would make it easier for physically impaired individuals to access education and employment opportunities, enabling them to fully participate in society.

Describe the creative idea

The tongue is an incredibly dexterous, precise, and agile organ, usually referred to as an “eleventh finger” for its versatility and sensitivity; yet its full potential for controlling digital devices has not been used. MouthPad^, is a revolutionary device that harnesses the tongue's capabilities to provide hands-free control of computers, smartphones, and other electronics. With eight dimensions of movement, including jaw, head, and sip-puff gestures, MouthPad^ offers an intuitive and seamless experience for individuals with limited mobility. This discreet and innovative device sets a new standard for assistive devices, empowering those with disabilities and enhancing accessibility to education, employment, and social involvement.

Describe the strategy

According to the Centers for Disease Control and Prevention, a significant percentage of the US (United States) population lives with mobility disabilities or difficulty with independent living, impacting their daily life, and mental health. Inclusive technology and assistive devices are crucial to reduce disparities and enhance well-being. The Total Addressable Market for Assistive Technology in the US is estimated to be around 2 million people (about the population of Nebraska) only with upper limb paralysis, but there is an underserved market of approximately 18,000 new cases of spinal cord injury every year, which can be very costly to treat, up to US$5 million in severe cases. MouthPad^ was also developed with universal design and inclusive technology principles in mind, considering the needs and feedback of the disability community to ensure that it is accessible to as many people as possible.

Describe the execution

In just under four years since its initial prototype in 2019, MouthPad^ was scheduled to launch in April 2023. This oral splint was created using an intraoral 3D scanner and biocompatible resin to fit the user's mouth perfectly, with shielding capsules for its electronics. A flexible circuit board containing sensors, a processing unit, and a transmitter was encapsulated within the splint with a water-tight sealing process. MouthPad^ was developed with input from the disability community, sticking to universal design principles and inclusivity, aiming to aid individuals with limited upper limb control in performing tasks hands-free with greater independence. The device was developed to allow for easy wireless software updates, ensuring its effortless upgrades. With accessibility for the widest possible audience in mind, MouthPad^ is in display on Augmental’s website with the promise to be a solution for promoting independence and breaking down accessibility barriers for individuals with disabilities.

List the results

MouthPad^ campaign made a significant impact in the media, garnering over 1.3 billion media impressions. The response rate was remarkable, with 187.7K organic impressions in one week, showing its ability to engage the target audience effectively. In addition, the campaign drove a 5775% increase in website traffic within the first week too, which had a positive impact on business. Consumer awareness was high, with over 1000 pre-orders received in the first two days. These metrics produced impressive results across all KPIs (Key Performance Indicators), and the campaign achieved all this with no budget.

+1.3B media impressions

187.7K organic impressions in one week

5775% surge in website traffic within the first week

1000 pre-orders within the first two days

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

MouthPad^ was created to tackle the challenges that people living with disabilities face in controlling electronic devices. This problem often leads to negative stereotypes and discrimination, which can hinder access to education, employment, and social involvement, impacting mental health, self-esteem, and social interactions. To overcome these problems, it was necessary to increase awareness and fight against all kinds of stigmas. MouthPad^ addresses these issues proactively by promoting inclusivity and positive attitudes towards people with disabilities. The device was designed to be accessible and easy to use, thereby breaking down technological barriers and empowering individuals with physical impairments. By encouraging an inclusive society, MouthPad^ is not only a technological solution but also a catalyst for social change.

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