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SickKids Pain Squad app named "Best in the World" at the MAA Worldwide GLOBE Awards

TORONTO, Jan. 20, 2014 /CNW/ - Cundari is the big winner at the 28th annual MAA Worldwide GLOBE Awards, as their Pain Squad mobile app for The Hospital for Sick Children in Toronto has earned the distinction of "Best of the Best" in the World.

Every year, Toronto's Hospital for Sick Children (SickKids) treats thousands of children with cancer, and doctors, nurses and researchers are continually working on innovative ways to manage and minimize the pain experienced during treatment. To help their patients, they ask them to record exactly how they are feeling twice a day in a handwritten pain journal. After treatment, however, many patients are too tired or discouraged to keep detailed reports. The sad reality, however, is that unless this pain data is collected consistently, it cannot be used effectively.

Before this project, pain reporting compliance rates were as low as 11%. As a result, SickKids challenged Cundari to find another way to get young cancer patients at SickKids to keep detailed reports of their pain every single day. Research led the agency to the most powerful insight: children with cancer are still children. To motivate children to complete their pain report, the project tapped into their inherent love of playing video games. This helped to shape not only the mechanism and usability of the app but also the styling and even the name of the app. By embracing gaming, the app found a way to take a previously tedious task and make it fun and even empowering.

Since Pain Squad's launch, compliance rates for pain journals have been over 90%. This type of completion percentage is unheard of in pediatric medicine. More information on the app can be seen here: .

"We're extremely honoured, and humbled, to receive such a prestigious international award," says Andrew Simon, Chief Creative Officer at Cundari. "Knowing that we have been recognized for an innovative idea that has changed lives for the better makes it that much more special."

In addition to the GLOBE Gold Award for "Best of the Best," Cundari won seven other awards, including four Golds for BMW (Art Auction and the 1M Launch), and two more Golds and a Silver for the SickKids Pain Squad app.

The MAAW (Marketing Agencies Association Worldwide) GLOBE Awards recognize the very "Best of the Best" in marketing campaigns executed globally. Over 120 judges from 15 countries, representing agencies, clients, academia, media and industry associations, carefully reviewed over 300 campaigns from 25 countries in November and December 2013. Only campaigns that were award winners in their respective countries can be put before the judges.

Cundari is one of Canada's largest independently owned and operated communications agencies, applying thought leadership to the building of business solutions as the key benefit for client partners. Guided by the core philosophy, "It's the thought that counts," Cundari, with offices in Toronto and Montréal, works in our two official languages across an array of disciplines such as research, strategic planning, brand identity, advertising, design, digital, experiential, direct and media planning. Established in 1980, The Cundari Group is proud to have been entrusted with premiere brands that include BMW, CIBC, 3M, Dempster's, Royal Canin, Primus Telecommunications and Ivey School of Business, Western University. For more information, visit

SOURCE Cundari

Video with caption: "Video: Cundari's Pain Squad mobile app for the Hospital for Sick Children has earned the distinction of "Best of the Best" in the World at the 28th annual MAA Worldwide GLOBE Awards.". Video available at:

Image with caption: "Cundari's Pain Squad mobile app for the Hospital for Sick Children has earned the distinction of "Best of the Best" in the World at the 28th annual MAA Worldwide GLOBE Awards. (CNW Group/Cundari)". Image available at:


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