Last fall, agency RPA and a diverse team of production partners banded together to create "The Imaginary Friends Society," an initiative to help take the "scary" out of the challenges faced by kids afflicted with cancer for the Pediatric Brain Tumor Foundation. They created a series of 20+ whimsical animated films to help de-mystify the disease and the treatments involved. Now, the cute characters in those films have come to life to cheer kids on whenever and wherever they may need that extra support n the recently-released "Imaginary Friend Society" app.
The AR app allows kids to call on the likes of three-eared Charlie and fuzzy green Roger to be by their side as they prepare for treatment or surgery.
A PBTF survey completed earlier this year found that anxiety is the biggest issue for kids diagnosed with brain tumors and other cancer.
"This AR experience can transform the experience of kids while they are being treated at the hospital just before MRI scans, shots or surgery and help them find some cheerful reassurance when they are anxious or overwhelmed by their feelings," said Dr. Mark Krieger, chief of neurosurgery at the Children's Hospital in Los Angeles of the project, in a statement.
The PBTF is currently working with social workers, hospital staffers and child-life specialists to bring the AR experience to other children around the country.