SickKids Pain Squad app named “Best in the World” at the MAA Worldwide GLOBE Awards

January 20, 2014

TORONTO, Jan. 20, 2014 /CNW/ – Cundari is the big winner at the 28(th) annual MAA Worldwide GLOBE Awards, as their Pain Squad mobile app for
The Hospital for Sick Children in Toronto has earned the distinction of
“Best of the Best” in the World.

Every year, Toronto’s Hospital for Sick Children (SickKids) treats
thousands of children with cancer, and doctors, nurses and researchers
are continually working on innovative ways to manage and minimize the
pain experienced during treatment. To help their patients, they ask
them to record exactly how they are feeling twice a day in a
handwritten pain journal. After treatment, however, many patients are
too tired or discouraged to keep detailed reports. The sad reality,
however, is that unless this pain data is collected consistently, it
cannot be used effectively.

Before this project, pain reporting compliance rates were as low as 11%.
As a result, SickKids challenged Cundari to find another way to get
young cancer patients at SickKids to keep detailed reports of their
pain every single day. Research led the agency to the most powerful
insight: children with cancer are still children. To motivate children
to complete their pain report, the project tapped into their inherent
love of playing video games. This helped to shape not only the
mechanism and usability of the app but also the styling and even the
name of the app. By embracing gaming, the app found a way to take a
previously tedious task and make it fun and even empowering.

Since Pain Squad’s launch, compliance rates for pain journals have been
over 90%. This type of completion percentage is unheard of in pediatric
medicine. More information on the app can be seen here: https://www.youtube.com/watch?v=qsl9NjyVpHY .

“We’re extremely honoured, and humbled, to receive such a prestigious
international award,” says Andrew Simon, Chief Creative Officer at
Cundari. “Knowing that we have been recognized for an innovative idea
that has changed lives for the better makes it that much more special.”

In addition to the GLOBE Gold Award for “Best of the Best,” Cundari won
seven other awards, including four Golds for BMW (Art Auction and the
1M Launch), and two more Golds and a Silver for the SickKids Pain Squad

The MAAW (Marketing Agencies Association Worldwide) GLOBE Awards
recognize the very “Best of the Best” in marketing campaigns executed
globally. Over 120 judges from 15 countries, representing agencies,
clients, academia, media and industry associations, carefully reviewed
over 300 campaigns from 25 countries in November and December 2013.
Only campaigns that were award winners in their respective countries
can be put before the judges.


Cundari is one of Canada’s largest independently owned and operated
communications agencies, applying thought leadership to the building of
business solutions as the key benefit for client partners. Guided by
the core philosophy, “It’s the thought that counts,” Cundari, with
offices in Toronto and Montréal, works in our two official languages
across an array of disciplines such as research, strategic planning,
brand identity, advertising, design, digital, experiential, direct and
media planning. Established in 1980, The Cundari Group is proud to have
been entrusted with premiere brands that include BMW, CIBC, 3M,
Dempster’s, Royal Canin, Primus Telecommunications and Ivey School of
Business, Western University. For more information, visit www.cundari.com.

SOURCE Cundari

Source: PR Newswire

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