Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, United Kingdom
TitleTherapeutic Play
BriefThe charity Gamers Outreach partnered with Xbox to create ‘Therapeutic Play’, a reinvention of gaming as a tool to help aid recovery for children in hospitals. It was all made possible by an innovation – part console, part hospital equipment – that made gaming in the medical environment a reality, and one that was impossible for regular consoles to achieve due to cost and hygiene. The kart, powered by Xbox, was specially designed for the hospital setting, with medical-grade materials for sanitation, ergonomic trays for hospital devices, swivel wheels to transport around the wards and a shape that would work with other hospital furniture. Suddenly, gaming became not just a bit of fun, but part of the recovery process, aiding children’s mental health through connecting with others in similar situations, and playing a part in their physical recovery by keeping them engrossed as medical staff treated them.
Agency
Campaign Therapeutic Play
Advertiser Microsoft
Brand Xbox

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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