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      Gold
      




      Teva and FCB Health New York   
      Be Moved by TD Handwriting Simulator
      




      Mental illness is challenging enough, but for 800,000 patients, successful treatment comes with a debilitating side effect: tardive dyskinesia, or TD, an embarrassing and life-altering movement disorder. For this vulnerable patient population, which includes about one in three Americans taking antipsychotic drugs, even writing their name can be a challenge. TD movements, unpredictable in their frequency and intensity, are so upsetting that many patients stop taking their mental-health medications.
      




      Psychiatrists are aware of this, of course. But that doesn’t mean they know what TD feels like, dismissing it as “just a side effect.” 
      




      The team gathered insights into patients’ handwriting patterns with movement disorder specialists to create a sleek, ergonomically designed stylus. It delivers haptic feedback modeled from real patients’ TD movements. The stylus is paired with a writing tablet and software that further alters the appearance of users’ signatures. It offers doctors a chance to experience the frustration firsthand as they use the simulator to try and write their names on demonstration tablets. 
      




      To create a more extensive awareness of the experience, the effort included a large display screen in the convention booth, where doctors could post their signatures after trying the simulator. As attendees watched the altered signatures of their colleagues animated on screen, it motivated them to try the experience for themselves. By the end of each convention, the display became a moving mural of the impact of TD not just on fine motor skills but also on the identities of those affected.
      




      The project’s small price tag — $125,000 — is yielding outsized results. Originally designed for large psychiatric conventions, it now includes a portable version of the experience that has reached physicians, PAs, NPs and medical office staff across the country.
      




      




      Silver
      




      Shionogi and FCBCure   
      AMR Warrior
      




      It takes a brave warrior to continue the fierce battle against antimicrobial resistance, and this epic effort turns infectious disease specialists into ancient Greek heroes — all with the help of a selfie. Using highly trained AI, the simple user interface lets conference attendees take photos and match them to unique, stylized warriors, armor and backgrounds. Within eight seconds, attendees had gotten their Grecian glow-up. AMR Warrior images splashed across seven-foot digital panels and were sent via email in a sharable format, then posted across social media.
      




      Click here to view 2024 MM+M Award Winners.