Health and Wellness > Consumer Products Promotion

MOUTHPAD^

WUNDERMAN THOMPSON, Lima / AUGMENTAL / 2023

Awards:

Silver Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Presentation Image

Overview

Credits

Overview

Why is this work relevant for Healthcare Product Innovation?

MouthPad^ is a hands-free technology that provides individuals with disabilities a new level of autonomy. Users can operate computers, smartphones, and other devices by just using their tongue, giving them full access to digital platforms. This technology enables people living with paralysis to have accessibility interacting with their environment, communicate and express themselves with ease, boost rehabilitation processes: factors that lead to overcome barriers to social inclusion. MouthPad^ is a game-changer in the field of assistive technology that significantly improves people’s quality of life and well-being.

Background

Many individuals with disabilities, such as quadriplegia, may have limited or impaired hand function, making it difficult for them to use traditional input devices, such as keyboards, mouses, or touchscreens. Although assistive technologies have advanced, they still provide a low-bandwidth interaction for limited upper-limb function users. Tongue-controlled devices are an innovative and alternative access method to digital platforms for individuals with limited mobility or disabilities. The tongue's dexterity and sensitivity come from its intricate neural network – we took this as an opportunity to develop an interface that allows a wide range of movements. These movements enable the tongue to control computers, smartphones, tablets, and other electronics with accuracy. MouthPad^ aligns with several of the Sustainable Development Goals for easier access to education and employment opportunities for individuals with disabilities. MouthPad^ reduces frustration and isolation, enabling people with disabilities to participate fully in society.

Describe the creative idea

The tongue is a promising alternative for interacting with digital platforms, especially for individuals with limited mobility or disabilities. The tongue's dexterity and sensitivity come from its intricate network of muscles and nerves, which generate a wide range of movements. These movements enable the tongue to control computers, smartphones, tablets, and other electronics with accuracy. MouthPad^ is a groundbreaking device that allows for hands-free control of electronic devices by attaching it to the roof of the mouth to harness the tongue‘s power and agility. This smart teeth retainer enables effortless control through eight dimensions of movement, including jaw, head, and sip-puff gestures. MouthPad^ provides a seamless and intuitive method of control, which is a significant improvement over previous devices that were bulky and conspicuous, leading to social stigmas.

Describe the final product

MouthPad^ is an innovative oral splint that fits the user's mouth perfectly, created using an intraoral 3D scanner and biocompatible resin. Its flexible circuit board contains sensors, a processing unit, and a transmitter, all shielded by the resin's capsules. A water-tight sealing process was used to prevent saliva damage. The device is designed for easy wireless software updates and was developed with input from the disability community to adhere to principles of universal design and inclusivity. MouthPad^ aids those with limited upper limb control by allowing them to perform hands-free tasks with greater independence. The goal is to make the device accessible to the widest possible audience, with a documentary film produced to showcase its development and potential impact. Set to launch in April 2023, MouthPad^ promises to revolutionize assistive technology.

List the results

The MouthPad^ campaign generated a significant impact on media with over +1.3B total media impressions. In terms of response rate, the campaign reached 187.7K organic impressions in one week, demonstrating its effectiveness in engaging the target audience. The campaign also resulted in a 5775% increase in website traffic within the first week, indicating a positive impact on the business. Consumer awareness was also high, with 676 pre-orders received in the first two days. Overall, the campaign metrics had impressive results across our KPIs, with no budget. The goal is to scale up the MouthPad^ so that it can be used by the broadest possible audience, allowing people to carry out everyday tasks hands-free and enjoy digital control with greater ease and independence.

- +1.3B Media Impressions

- 187.7K Organic Impressions in one week

- 5775% surge in website traffic within first week

- 676 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 developed to help people living with disabilities overcome challenges in controlling electronic devices, which can often lead to negative stigma and discrimination. Such harmful behaviors can create barriers to education, employment, and social involvement, impacting mental health, self-esteem, and social interactions. To address these issues, it was essential to increase awareness and challenge negative stereotypes about people with disabilities. MouthPad^ takes a proactive approach to promoting inclusivity and positive attitudes towards people with disabilities by designing an accessible and easy-to-use device. By breaking down technological barriers, MouthPad^ empowers individuals with physical impairments, promoting a more accepting and empowering society.

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