{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF FILM & AUDIO","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE THAILAND, BANGKOK","is_link":false},{"keyword":"TITLE","content":"PRAYKINSON","is_link":false},{"keyword":"BRAND","content":"VAJIRA HOSPITAL","is_link":false},{"keyword":"ADVERTISER","content":"VAJIRA HOSPITAL","is_link":false},{"keyword":"AGENCY","content":"DENTSU CREATIVE THAILAND, BANGKOK","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SUBUN KHOW ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KRISSDA KANITTASOONTORN ","is_link":false},{"keyword":"ART DIRECTOR","content":"CHOTIWAT THASANASUWAN\/KITTIYA KORKERD\/NICHA PIROMKAEW","is_link":false},{"keyword":"COPYWRITER","content":"SUBUN KHOW\/KRISSDA KANITTASOONTORN\/WISANU PHU-ARTDUN\/EKKAPAT TUIPRASERT ","is_link":false},{"keyword":"SENIOR CREATIVE COORDINATOR & CREATIVE DATA SPECIALIST","content":"SUKANYA SITTHISANG","is_link":false},{"keyword":"TECHNICAL DIRECTOR","content":"SUMON TIENKAROJANAKUL","is_link":false},{"keyword":"DEVELOPER","content":"PANIT SAJJAPIPAT\/TO THE MARS ","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"PATCHARIN SUKORAT ","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"SUVIMOL SAKCHAVENGPOOSIT ","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"RENEGADE GROUP, BANGKOK","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Parkinson's disease not only affects physical movement but also impacts speech, a fundamental part of human connection. As the disease progresses, patients experience muscle stiffness and slow movements, making it harder to speak. Voices soften, and speech loses rhythm and volume, which can eventually lead to the inability \r\nto communicate.\r\n<br>While voice exercises are vital to slowing this decline, the difficulty of practicing at home and frequent hospital visits often discourage patients. In Thailand, where elderly individuals may not be familiar with singing, a key part of speech therapy, the challenge is even greater. Missed exercises lead to emotional strain, progress loss, and diminished motivation.\r\n<br>Praykinson is a karaoke-style prayer app developed in collaboration with Vajira Hospital to help individuals with Parkinson's disease improve their speech. With prayer, it allows patients to maintain vocal strength while promoting community and emotional well-being, making speech therapy more accessible, engaging, and culturally resonant.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Rooted in Thailand’s rich cultural traditions, prayer among the elderly offers a powerful resource for Parkinson’s patients. This cultural practice inspired the creation of Praykinson. By transforming something that patients already do into a therapeutic tool, Praykinson enables patients to easily incorporate their daily prayer routines into speech exercises. Practicing from the comfort of their homes, they can strengthen their voice through familiar and calming moments of spirituality.\r\n<br>\r\n<br>Praykinson offers a holistic approach to therapy, turning everyday prayer into valuable opportunities for essential speech training, ultimately helping patients regain their confidence and communication abilities.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"In Thailand, there are approximately 100,000 Parkinson’s patients, many of whom lack access to speech therapy. Hospital visits and complex home exercises discourage practice, while singing, which is often recommended, \r\ndoesn’t resonate with many elderly patients.\r\n<br>\r\n<br>Praykinson bridges this gap by integrating prayer, a comforting and familiar practice for many elderly people, \r\ninto a simple, accessible tool that can be used at home. This innovative solution allows patients to access speech therapy and voice rehabilitation at their convenience, and it enables them to track progress and see improvements in real time.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Praykinson is an innovative app that transforms the calming practice of prayer into a powerful tool for speech therapy. By integrating prayer with techniques to control voice volume, Praykinson offers a holistic solution to help Parkinson's patients regain their voice.\r\n<br>\r\n<br>How the App Works\r\n<br>- Patients select a prayer based on their faith, connecting with familiar words that bring comfort and meaning.\r\n<br>- The prayer appears with color-highlighted text, guiding rhythm and pace.\r\n<br>- An interactive EQ bar tracks voice volume, providing real-time feedback to help patients maintain a loud and clear voice.\r\n<br>- Each session ends with a performance score, tracking progress.\r\n<br>- To reinforce improvement, a daily reminder encourages consistent practice, helping patients retain their voices and enhance communication.\r\n<br>\r\n<br>","is_link":false},{"keyword":"RESULT","content":"First implemented with 120 Parkinson’s patients at Vajira Hospital in July 2024, the app saw a 90% increase in \r\nself-practice frequency within the first 6 months. 80% of patients showed improvement in speech, as measured by \r\nthe UPDRS score (Unified Parkinson's disease rating scale).\r\n<br>\r\n<br>Officially launched on Parkinson’s Day 2025 at Vajira Hospital, Praykinson quickly became a national topic, earning 12M+ THB in media value and 97M+ impressions.\r\n<br>\r\n<br>With over 1,700 users as of March 28, 2025, Praykinson is now scaling to hospitals nationwide, aiming to reach over 100,000 Parkinson’s patients. The app is also expanding to include prayers for all beliefs and those without religion.\r\n<br>","is_link":false},{"keyword":"URL 1","content":"https:\/\/apps.apple.com\/th\/app\/praykinson\/id6736872642","is_link":true},{"keyword":"URL 2","content":"https:\/\/play.google.com\/store\/apps\/details?id=com.praykinson.mobile.v2","is_link":true}],"files2":[{"name":"BE13_003.mp4","type":"mp4"},{"name":"BE13_003_DI01L.jpg","type":"jpg"}],"count":2}