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Therapeutic Play

CLIENT
Microsoft
BRAND
Xbox
REGION
Europe & UK
CATEGORY

Gaming

INDUSTRY
Consumer Durables/Tech
DESCRIPTION

‘Therapeutic Play’ harnessed the power of gaming and made it accessible in a completely unexpected environment–to sick children in hospital wards. Hospitals can be daunting places for children, especially for those who spend long periods of time in treatment. Known as ‘white coat syndrome,’ the interaction with doctors, combined with the clinical surroundings, can increase anxiety and stress levels in child patients and hinder recovery.

But the charity organization Gamers Outreach and Xbox partnered to redefine the hospital experience for these children by creating the ability to connect with other children in other hospitals and play a variety of games together, online, creating a sense of community and play.

AGENCIES
McCann London
Craft London