Colenso BBDOPre Check
Submission # 141
Digital Design – Toi Matihiko
Identity – People & Culture
Innovation – Technical
Auckland, Tāmaki Makaurau
Breast cancer is commonly detected through nine key symptoms. However, women in New Zealand, and indeed all over the world, are usually told to just look for “lumps.” This means that other changes in their breasts can be overlooked or ignored, leading to later stage diagnosis of breast cancer. The fatality rates of late-stage diagnosis are significantly higher.
Pre Check was created to solve this. One in nine women in New Zealand will be diagnosed with breast cancer in her lifetime, so our target audience really was all women. Although breast cancer is more prevalent in older women, we know that if we can teach thorough self-checking behaviours early, women are more likely to establish lifelong habits.
Pre Check: a multisensory training tool that reproduced the feelings of early stage breast cancer through your phone screen.
In New Zealand, there’s a stigma around breasts and therefore breast health. So, we looked to something we are extremely comfortable with, our phones. Since we touch our phones over 2000 times a day, we decided to turn that subconscious behaviour into a personalised, private experience that works to create routine self-checks. Pre Check reinvents the way we learn about breast cancer, from pamphlets in your doctor’s surgery to interactive symptoms on your own phone screen.
Targeted at all women, Pre Check uses haptic technology to create unique vibration sequences that, when combined with audio and visual cues, teach your hands how to look for breast cancer. To do this, we mapped 269 haptic points over nine 3D surfaces - each triggering unique touch or audio feedbacks. In doing so, the app allowed women to simply feel around their phone screen looking for abnormalities - just as they would their own breast.
Pre Check reinvents the way we learn about breast cancer, from pamphlets in your doctor’s surgery to interactive symptoms on your own phone screen. Since we touch our phones over 2000 times a day, we decided to turn that subconscious behaviour into a personalised, private experience that works to create routine self-checks.
Pre Check uses haptic technology to create unique vibration sequences that, when combined with audio and visual cues, teach your hands how to look for breast cancer. The interface was designed to closely emulate a real self-check, so both the UI and UX needed to feel as organic as possible. To do this, we mapped 269 touch points over nine 3D surfaces - each triggering unique touch or audio feedbacks. Together these haptic points recreated the feeling of breast cancer symptoms, training women to learn what to look and feel for when self checking.
Pre Check became the #1 Health App. And has been seen by more than half of the New Zealand population. It has the potential to prevent 10,000 late stage diagnoses and the death of 650 NZ women every year.
"A really good and innovative use of technology. It feels like we should have had this for years."
"This project is such an effective way to use design to educate and inform people, encouraging woman to take their health and well being into their own hands. This app takes an incredibly personal experience, and using various sensory experiences it becomes an educational tool that would ultimately empower woman across New Zealand."
"A beautiful display of crucial information. This project shows where the future may be headed for digital design. Since the dawn of the internet if you wanted to read about something – you could. If you wanted to see how something is done – you could. But if you ever needed to physically feel how something is done, you couldn't until now. This inspiring use of vibration techniques begins to bridge the gap to our more human senses. The idea of searching for all nine symptoms is a genius move, this intrigues the user to discover in almost a collectors way.
Inspirational idea with outstanding execution."
Credits & Collaborators: Colenso BBDO - Creative Chairman: Nick Worthington, Chief Creative : Levi Slavin, Executive Creative Director: Maria Devereux, Creative Director: Kimberley Ragan, Digital Creative Director: Matt Barnes, Senior Art Director: Haylie Craig, Senior Copywriter: Ellen Fromm, Head of Account Management: Angela Watson, Business Manager: Zoe Scheltema, Account Executive: Ellie Richards, Senior Digital Producer: Claudio Varoli-Piazza, Planner: Amy Pollok, Colenso) Digital Designer: Jodie Heron, Lead Developer: David Arcus, Digital Tech Lead: Anna Markova, Senior Software Developer: Fabio Cigliano, Retoucher: Reks Kok, Designer: Josh Hart-Vrijkotte, Mac OP: Bri Russell, Senior Mac OP: Tias Somers, Junior Mac OP: Maddy Price, Editor: Luke Urquhart,NAME COMPANY NAME (if not Colenso) Agency Producer: Millie Costley - Deakin, Assembly - Digital and Content Producer: Clare Bone , Director: Matt Von Trott, Senior Developer: Matt Wilson, 3D Artist: Craig Speakman, Developer: Elliot Stronge, Franklin Road - Sound Design: Franklin Road, Sound Designer: Shane Taipari, Executive Producer: Jonathan Mihalijevich,
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