Corel Theuma Creative Director

ABOUT

The Christopher & Dana Reeve Foundation, 360i and Axios joined forces to create Adaptoys — adapted versions of popular toys that allow people with paralysis to engage in active play with their families, using technology including motion sensors, voice activation and sip-and-puff interfaces. We were inspired to create these products because play is a universal connector – it improves quality of life, connects people emotionally and wards off stress and depression. To illustrate the impact these toys can have for individuals living with paralysis, we created a compelling film featuring former Rutgers University football player Eric LeGrand, who was paralyzed from the neck down during a highly publicized game in 2010, and Donna Lowich, who is living with quadriplegia — both experiencing the joy of being able to actively play with Adaptoys race cars and a ball pitcher. And to bring Adaptoys to market at scale, we’ve launched a crowdfunding campaign at Adaptoys(dot)org.

AWARDS

Cannes Lions - Silver

MADEIT CREDITS

  • Christopher & Dana Reeve FoundationClient

ADAPTOYS

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