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Regional Network of the Year: North America
Ogilvy

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Pharma & Medical
Branded: Devices and Diagnostics

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Entrant: Ogilvy Health New York, New York
Brand: Eurofarma
Title: "Baby Minder"
Corporate Name of Client: Eurofarma
Client Company: Eurofarma, São Paulo
Client Marketing Director: Mayra Garcia Nogueira
Client Senior Brand Manager: Diego Tognonato d'Albergaria Pamplona
Client: Erica Teles de Menezes
Agency: Ogilvy Health , New York
Agency CEO: Mario Muredda
Agency Global Chief Creative Officer: Liz Taylor
Agency Chief Creative Officers: Renata Maia/Rafael Rizuto
Agency Executive Creative Directors: Thiago Fernandes/Widerson Souza/Rodrigo Panucci
Agency Creative Director - Copy: Mateus Coelho
Agency Associate Creative Directors - Copy: Bruno Souto/Rondon Fernandes
Agency Associate Creative Directors - Art: Rodrigo Moraes/Luiz Medeiros/Bruno Di Celio
Agency Head of Art: Rodrigo Panucci
Agency Producer: Jihane Ghostine
Agency Editor: Kay Kypers
Digital Company: Wide Labs, Porto Alegre
Digital Company Chief Digital Officer: Nelson Leoni
Digital Company Chief Innovation Officer: Marcelo Chapper
Digital Company Chief Technology Officer: Rodrigo Malossi
Digital Directors: Beatriz Ferrareto/André Beck
Digital Technical Creative Director: Everton Behenck
Digital Technical Director: Fabio Dias
Digital Technical Developer: Fabricio Vizzoto
Digital UX Designer: Luisa Pinheiro
Production Company: Estúdio Mol, São Paulo
Production Company Executive Producer: Joaquim Carriço
Production Company Producer: Vitor de Biasi
Production Company DoP: Ricardo Pelissari
Production Company Cinematographer: Borram Cardoso
Production Company Project Manager: Simone de Angelis
Production Companies Editor(s): Thayna Silva/Fernando Oliveira
Post-Production Company: Famous Who, São Paulo
Post-Production Companies Executive Producer(s): Galileo Giglio/Jean Paulo Lasmar
Animation Company: LADO Animation, São Paulo
Animation Companies Director(s): Tom Gurgel/Rafael Antonelli
Animation Companies Executive Producer(s): Luciana Pessoa/Rafaela Neves
Animation Companies Producer(s): Milena Moura/Paulo Lima/Thiago Silva
Animation Companies 3D Animation: Wallan Oliveira/Feppa Rodrigues/Adriano Miranda/Camila Navarro/Marcos Leite/Fabio Pugliese
Animation Companies Editor(s): Digo Sousa/Lucas Pineda
Sound Design Company: Bumblebeat, São Paulo
Sound Design Companies Sound Designer(s): Henrique Tanji/Lucas Szafir
Sound Design Companies Composer(s): Henrique Tanji/Lucas Szafir
Design Company: Futvre Factory, Sao Paulo
Design Companies Design Director(s): Rafael Rosa/Marcelo Pasqua
Design Company Senior Designer: Carlos Nogueira
Design Companies Artist(s): Gabrielle Lazzarotti/Yohann Ghezzi
Agency Deputy Global Chief Creative Officer: Joe Sciarrota

Cultural Context:
In Brazil and Latin America, hospitals typically discharge newborns within 72 hours. This limited observation period often prevents doctors from identifying subtle neurological conditions that require longer-term monitoring.

Research revealed that many developmental delays go undetected due to infrequent checkups and limited access to specialized care, particularly in underserved populations.

The Problem:
Early detection of developmental disorders in infants is crucial, as many neurological diseases can show signs as early as 2 weeks after birth.

However, identifying atypical movement patterns would require experts to monitor babies constantly at their homes - Something impractical for most families. As a result, by the time diagnoses come, it's often years too late - costing infants precious time they can't afford to lose

The Solution:
Baby Minder is a crib-mounted medical device that continuously monitors the movements of infants and toddlers (ages 0–24 months) using advanced computer vision technology.

Once installed, it records the baby’s movements in the crib and uploads them in real-time to a cloud database. The cloud-based AI compares these movements against datasets of typical and atypical motor patterns.

When irregularities are detected, Baby Minder sends an alert to the designated pediatrician. The doctor receives a short video showing the signs of a possible condition and a preliminary analysis. The pediatrician reviews the data to determine whether further investigation or intervention is needed.

By flagging potential indicators of conditions like epilepsy, autism, cerebral palsy, and dozens more, Baby Minder enables timely interventions based on concrete data, fostering peace of mind for doctors and parents and improving outcomes for infants and toddlers.

The Results:
Baby Minder provides extended observation time to help the 1 in 6 children who are estimated to have a neurological condition, anticipating the diagnosis of certain conditions by up to 6.5 years.

It makes traditional daily hospital monitoring 40 times more cost-effective, which is particularly essential for Brazil’s public healthcare system (SUS).

The daily cost of neonatal ICU observation by SUS ranges from $500 to $600 per day. By enabling specific home monitoring, Baby Minder has the potential to save up to $50 million annually for Brazil's public health system, excluding additional savings from early diagnoses.

In the private sector, neonatal monitoring costs are even higher, making Baby Minder an equally valuable adjunctive tool. While it does not replace hospital monitoring, it alleviates overcrowded hospital corridors, reduces the risk of infections during pandemics, and frees up beds for emergencies.

This platform optimizes healthcare resources while improving outcomes for infants.

Impact & Scalability - Open source the tech for all baby monitors - Hospital monitoring costs decrease 18x - Free access to monitoring for up 2 million babies - Estimated cost $75