Geriatric Health Services Facility Hitorizawa: Ton-Ton Voice Sumo [video]

Credits & Description:

Titile: Ton-Ton Voice Sumo
Agency: Dentsu Inc
Brand: Geriatric Health Services Facility Hitorizawa
Country: Japan
Advertising Agency: Dentsu Inc, Tokyo
Entrant Company: Dentsu Inc, Tokyo
Media Agency: Dentsu Inc, Tokyo
Pr Agency: Dentsu Inc, Tokyo
Production Company: Taiyo Kikaku, Tokyo
Copywriter: Kyosuke Fukuoka (Dentsu Inc.)
Film Director /Photographer/Editer: Youdai Kita (Taiyo Kikaku Co.,ltd.)
Planner: Hisashi Tanaka (Dentsu Inc.)
Technical Director: Kodai Horita (Dentsu Inc.)
Planner: Naoya Kudo (Dentsu Inc.)
Lighting Director: Tomohiro Takahashi (Free)
Planner: Toru Suwa (Dentsu Inc.)
Creative Director/Art Director: Tsudou Honda (Dentsu Inc.)
Planner: Kenichi Yoshioka (Dentsu Inc.)
Director Of Photographer: Tetsuro Hirano (Free)
Technical Director: Suguru Nikaido (Tongullman Inc.)
Planner: Yuuki Abe (Dentsu Inc.)
Art Director: Emi Kaminaga (Dentsu East Japan Inc.)
Planner: Nanako Tani (Dentsu Inc.)
Technical Director: Nobuhiro Kobayashi (Tongullman Inc.)
Technical Designer: Shota Kugawa (Tongullman Inc.)
Copywriter / Creative Technologist / Planner: Atsushi Otaki (Dentsu Inc.)
Film Producer: Hirotaka Tochihara (Taiyo Kikaku Co.,ltd.)
Planner: Masakazu Ido (Dentsu Inc.)
Planner: Satoshi Yamamoto (Dentsu Inc.)
Technical Director: Yuta Takeuchi (Dentsu Inc.)
Technical Engineer: Richard Schembri (Tongullman Inc.)
Technical Engineer: Tomo Iwamoto (Tongullman Inc.)
Technical Producer: Hiroyuki Mizuno (Tongullman Inc.)
Film Producer: Katsuya Fujisaki (Taiyo Kikaku Co.,ltd.)
Photographer: Keisuke Nambu (Tfc Plus Corporation)
Creative Director: Tomohiro Sawada (Dentsu Inc.)
Synopsis:
As people get older their throat function declines. It becomes more difficult to breathe and to swallow food. The best way to recover throat function is increased vocalization. However, the rehabilitation for this is not fun at all, and therefore the elderly reluctantly used their voices at Geriatric health services facility HITORIZAWA.
Strategy:
Choking is the leading cause of accidental death in the elderly, according to annual report of Japan ministry of Health, Labour and Welfare. To prevent this, we had discussions with occupational therapists and found out increased vocalization improves throat function. To maximize elderly's interest, we chose the most popular sport for them, Sumo wrestling, as a base of this rehabilitation.
Execution:
We first launched "TON-TON VOICE SUMO" on 27/1/2016, at Geriatric health services facility HITORIZAWA. On this day, about 20 people enjoyed the rehabilitation. Second implementation was on 29/2/2016 at the same place, and at this time more than 60 people played, including not only elderly but the staffs who work at the facility. KOUNANDAI Hospital and HEART-WARM Clinic are scheduled for the next implementation.
Brief with projected outcomes:
None.
Audience:
Our work is meaningful to every elderly people, occupational therapists, doctors and facility workers. It is not only effective for the actual players, but also contributes to increased communication across the entire care facility.
Campaign Description:
We developed a fun method of rehabilitation "TON-TON VOICE SUMO" in cooperation with occupational therapists. The sumo ring vibrates with the players' voice as they say "TON-TON",meaning "Go! Go!"which then moves the sumo wrestlers in this mechanism.
Outcome:
Elderly were engrossed by this method, and shouted "TON-TON" many times. Occupational therapists were impressed by this success. It also contributed to increased communication across the entire care facility. "TON-TON VOICE SUMO" has been highly acclaimed by numerous media outlets including Japan's major TV shows, and many hospitals and clinics are currently making plans for its implementation.