Otsuka Pharmaceuticals: Connect Pen & Notebook [video]

Credits & Description:

Titile: Connect Pen & Notebook
Agency: Toppan Printing
Brand: Otsuka Pharmaceutical Co.
Country: Japan
Advertising Agency: Toppan Printing, Tokyo
Entrant Company: Toppan Printing, Tokyo
Media Agency: Toppan Printing, Tokyo
Pr Agency: Toppan Printing, Tokyo
Production Company: Toppan Printing, Tokyo
Creative Director: Mitsunori Kamei (Toppan Printing Co., Ltd)
Art Director: Takehisa Yamamoto (Japan)
Planner: Chikako Inoue (Japan)
Account Executive: Keisuke Noda (Japan)
Designer: Shohei Sawada (Japan)
Strategy:
Otsuka Pharmaceutical develops medicines for bipolar disorder, epilepsy, schizophrenia, and Parkinson's disease. This campaign does not mention medicines, and instead will tackle issues relating to prejudices suffered by patients of the four diseases. This is in order to improve the QOL of patients by means other than taking medication. We aim to widely reduce prejudice in standard society, however we have targeted people close to patients for experience with using the Pen and Notebook. These people include families of patients, social welfare lectures in universities, and corporate mental health training. This is in order to resolve the difficulties of patients more efficiently and swiftly.
Campaign Description:
In order to develop an impression that will lead to better understanding about "improper neurotransmission", we expressed the neural circuits of the brain as "electric circuits".The "Connect Pen & Notebook" is a pen and notebook set using "silver nanoparticle ink", which conducts electricity. By drawing a line on the specified section on the notebook, the "unconnected" electric circuit in the book is connected, lighting up the LED. The lines drawn with the pen are linked with explanations of the diseases, aiding to gradually increase understanding about them. Eventually, electric circuits shaping the brain appear, which expresses neurotransmission.
Outcome:
University lectures were conducted in a large classroom with over 100 participants and a small class with about 20 people. Within this year we expect numbers to become 500 in university lectures, 300 with corporate training, and 200 in family associations of patients, totaling 1,000. According to survey after this experience, 80.3% of the people expressed improved understanding towards cerebral nerve diseases.The electric circuits of this notebook are handmade by the patients. The costs for making them are paid to the patients through Silver Ribbon, which is an organization raising awareness about cerebral nerve diseases.
Audience:
Main target of this campaign are univerwsity students studying social welfare and managers in companies who participate in seminars on mental health problems.
Execution:
InkWe use quick-drying nanoparticle ink and devised an exercise where electricity is immediately conducted as you write and LED is lit. This surprising experience will leave an impression of the message we deliver.PaperThe section manufactured by applying heat and pressure processing uses a special paper called "Pachica", which is semi-transparent. The LED lights the semi-transparent section from below to emphasize a design created by shadows.Page compositionThe contents are a 10 minute experience that focuses on "improper neurotransmissions". The last page shows an electric circuit in the shape of a brain. The punched sections in accordance with the story on each page are also part of the electric circuit design.
Brief with projected outcomes:
It is regulated NOT to name particular perscription medicine to promote it to non-medical people. Instead, giving educational program related to particular diseases is a way to let non-medical people know that medical company is related to them.
Synopsis:
People have many negative impressions as well as beliefs about bipolar disorder, epilepsy, schizophrenia, and Parkinson's disease such as "crazy", "eccentric", "acts dangerously", "is genetic", "are frightening because they shake", and "they heal when placing sandals on their heads". This suggests a state where people "don't fully understand and feel the diseases are frightening", thus leading to prejudice. It is necessary to develop logical understanding of these diseases instead of emotional understanding in order to reduce prejudice.Our client requested us to solicit the fact that these diseases are "improper neurotransmissions". It would be easier to logically understand if we explain it is not a mental issue, but something related to our organ, the brain.