India at Cannes: Medulla Communications

The agency has shared one entry across five categories for this year's Cannes Lions International Festival of Creativity.

The Cannes Lions International Festival of Creativity kicks off on 17 June 2024. Manifest's coverage for the festival continues with its 'India at Cannes' series. This series will showcase all of India's entries to this year's festival, speakers giving a sneak peek of their talks, and those attending the festival sharing expectations.

In this piece, we showcase Medulla Communications' entries:

BrainTap - Handxiety 24/7

Over 300 million people suffer from anxiety disorders worldwide. Anxiety attacks can strike multiple times daily, lasting up to 30 minutes, with effects lingering for days. And even when patients are working with a therapist, they don’t have access to them 24/7.

The objective was to build a simple tool that can be with patients 24/7 to guide them through the steps of de-escalating an anxiety attack, gently and stepwise, based on Cognitive Behavioral Therapy (CBT), just like their therapists would.

The solution: Handxiety 24/7, powered by BrainTap, is a uniquely crafted set of tools to help de-escalate anxiety attacks, when the therapist is not accessible. Twelve anxiety-inducing moods were categorised and placed in a very nostalgic and hands-on activity: the fortune-teller game. To help with concentration and focus, its design was crafted to incorporate mandalas – a symbol used in meditation for thousands of years.

When patients feel worry, stress or fear, they select a mood from the four options that resonates with them at that moment. They then open a specific flap which unveils a practical exercise, which they have to follow. Each tool has four different exercises, and the kit offers a total of 12 exercises designed to deescalate anxiety attacks. Each of the exercises has been curated in consultation with the therapists.

Apart from reading and following the instructions, patients can also scan the QR code to hear their therapists’ voice or a professional voice calmly guiding them through the exercise.

The tool kit has undergone the rigorous process of BrainTap’s clinical team, including the founder and CEO, Dr. Patrick Porter, and accordingly operates within US regulatory requirements.

Handxiety 24/7, which comes in a set of 3, is available to BranTap’s panel of 5,000 therapists across the USA who can now directly hand over the toolkit to their patients. Thereby taking away a huge sense of constraint from their lives.

With Handxiety 24/7, controlling anxiety is in your hands, literally.