The objective of the application, led by Denstu Creative, is to generate stimuli on the face, in addition to complementing the treatments for the disease.
Eurofarma and Dentsu Creative announced the launch of a tool that allows patients with Parkinson’s disease to control their involvement in social networks using facial expressions, called Scrolling Therapy.
The application is integrated with the social networks Facebook and Instagram, which, through artificial intelligence, encourages patients to navigate through the feed using only facial expressions such as smiles, mouth, nose, forehead, eyebrows and among others. The purpose of the tool is to generate stimuli on the face and exercise the muscles, in addition to complementing treatments already carried out focused on patients.
Eurofarma has always been specialized in disorders of the Central Nervous System and, with this new partnership, we are looking to go further, with options that can support patients with Parkinson’s, said Marco Billi, Vice President of Entrepreneurship and Digital at Eurofarma.
The team at Dentsu Creative spearheaded the idea, rallying around the development in support of colleague Sebastin Porta, a Parkinson’s patient, who expressed the need to do something to help the Parkinson’s community.
“It’s very hard to sit in front of a mirror for 45 minutes a day and see your facial expressions change before your eyes. Living with the disease is hard enough without literally facing it in the mirror every day. That’s why I felt very motivated to propose a technology that could support all patients through a fun activity, such as browsing social media”, explained Porta.
The creation and development of the application brought together the efforts and collaboration of the Dentsu Creative teams in Argentina, Brazil and the USA, with specialists from Eurofarma and specialists from dentsu health.
“This innovation was conceived in Argentina, developed in the USA and executed in Brazil, a global effort of specialists, doctors, creatives and developers united across geographies and languages to offer this innovative technological application”, said Rafael Rizuto, Chief Creative Officer, US and Hispanic LATAM, Dentsu Creative. “At a time when AI faces skepticism and vilification, this initiative is using its powers for good, benefiting society and potentially supporting the quality of life of many people living with this disease.”
The Scrolling Therapy tool is available for free on Google Play and soon on the Apple App Store. It can currently be downloaded globally in three languages: English, Portuguese and Spanish.
