Visualizing the gap in perspectives, connecting developmental disabilities and society: "GAP MIKKE"

"No matter how many times I tell them, they leave things scattered everywhere. They just won't clean up."
"I know where everything is, so I don't need to clean up."
GAP MIKKE visualizes the difference in perspective (the gap) between children with developmental disabilities and their parents.

In our previous article, we spoke with the development team about the purpose, features, and functions of "GAP MIKKE." This time, we spoke with representatives from Dentsu Inc. Diversity Lab and Dentsu Inc. Medical Communications about why they focused on the field of developmental disabilities and their goals.

※This article is re-edited based on content originally published in Transformation SHOWCASE.

 

Leveraging medical expertise to help build a more livable society

──"GAP MIKKE" is a tool jointly developed by Dentsu Inc. Diversity Lab and Dentsu Inc. Medical Communications. Could you tell us how Dentsu Inc. Medical Communications became involved in the project?

Hayashi (Tsuyoshi): Dentsu Medical Communications brings together professionals with specialized expertise, such as pharmacists, veterinarians, and pharmaceutical company MRs (Medical Representatives). Within the Dentsu Group, we possess particular strength in the medical and healthcare domains. The pharmaceutical industry is constantly changing. For example, about ten years ago, many pharmaceutical companies focused their drug development efforts on improving numbers related to lifestyle-related diseases like hypertension and high cholesterol. Recently, however, the scope has expanded beyond these areas to include oncology and rare disease areas (a collective term for diseases with few patients).

Furthermore, in healthcare, "EBM (Evidence-Based Medicine)" has been crucial—providing the most suitable treatment for patients based on scientific evidence. However, there is a growing trend toward incorporating the concept of "NBM (Narrative-Based Medicine)" as well. NBM is an approach that focuses not only on curing illness with medication but also on accompanying each patient's "narrative" and improving their life. This aligns with the communication domain we excel in. Against this backdrop, visualizing the differences in awareness and perspectives not only among children with developmental disorders but also among their families and surrounding individuals through "GAP MIKKE" is profoundly meaningful. We believe this leverages Dentsu Inc. Medical's strengths, leading to our participation.

Tsuyoshi Hayashi, President and Representative Director, Dentsu Inc. Medical Communications. After joining Dentsu Inc., he worked in the Sales Division handling pharmaceutical companies and travel agencies. He served as Department Manager and Bureau Assistant Director. In 2018, he joined the newly established Business Transformation Division as General Manager, working on growth initiatives for startup companies. He became President of Dentsu Medical Communications in 2020. He actively pursues his motto: "Supporting Life."

──What were your thoughts on the theme of "developmental disorders"?

Hayashi (Tsuyoshi): I already had knowledge about developmental disorders in adults. This relates to "GAP MIKKE" as well—I believe we need to be careful about how we use the word "normal." As parents, we might compare our child to others, thinking, "Other children are like this, but mine..." and judge based on our own perception of "normal." However, children have their own values, feelings, and behaviors. Isn't that "normal"? There is no single right answer. That said, it's only natural for parents to want their children to live independently in society.

In response to this situation, I believe using "GAP MIKKE" can help correctly understand the characteristics of individuals with developmental disabilities, spread this understanding throughout society, enable not only those directly affected but also those around them to understand, and ultimately contribute to creating a more livable society. Our company possesses the expertise to convey accurate information clearly and effectively, so we feel there is significant meaning in participating in this field.

To bridge the gap, we must share challenges across society

──As Dentsu Inc. Diversity Lab, what led you to focus on "developmental disabilities"?

Hayashi (Takashi): The medical and welfare fields involve highly sensitive aspects, requiring extreme caution when engaging with them. There was also concern that we might inadvertently cause distress to those directly affected. However, speaking with many individuals with developmental disabilities and their supporters revealed numerous challenges that cannot be resolved solely through medical or welfare services for the person themselves or their immediate circle.

Unlike typical medical conditions, developmental disabilities present significant challenges beyond treatment itself. Key issues include adapting to society and bridging gaps with others in daily life and work. While we cannot solve every problem, we believe we can contribute by fostering shared understanding of these challenges across companies, local governments, and society at large—starting with how we approach relationships with those around us.

Fundamentally, I believe developmental disorders are a theme relevant to everyone. If you've raised children, you've surely wondered, "How does my child compare to others?" Even in the adult world, interacting with diverse people often involves relationship struggles and moments where you become aware of the so-called gray zone of developmental disorders. While it may not be widely known yet, it's a theme many people can relate to personally. Precisely because of this, I believe it's a theme companies can easily engage with.

Takahiro Hayashi, Director, Sustainability Consulting Office , Dentsu Inc.; Representative, Dentsu Diversity Lab. As a strategic planner, he has worked across the entire spectrum of strategy, from communication strategy to business strategy, product development, and event/space production. Holds a Class 1 Architect license. While working in the strategy division, joined the in-house task force Dentsu Inc. Diversity Lab in 2011. Served as publisher and division head for the web magazine cococolor while overseeing strategy, and is currently its representative. Launched "Inclusive Marketing" in 2017 and promotes it as a new strategic theory.

By modeling society, we enhance the QOL of those directly affected.

──Sothe background to developing "GAP MIKKE" is your belief that it's crucial to provide solutions from a perspective distinct from healthcare and welfare.

Hayashi (Tsuyoshi): Exactly. We start from the fundamental perspective that "patients are people living their lives." We aim to visualize challenges and combine them with the unique creativity and co-creation capabilities of the Dentsu Group. For example, collaborating with a clothing manufacturer to develop garments for people with chronic hives, or partnering with a travel agency to plan accessible tours for those who find travel difficult due to their condition. Many products in the world are designed assuming they will be used by healthy individuals, but there may be people who find them difficult to use. We believe this perspective is crucial for us.

Hayashi (Takashi): In the field of disability, there are two prevailing models: the "medical model" and the "social model." The former views disability as a problem arising within the individual. It focuses primarily on treating the disease, centered on the patient in hospitals or clinics. It involves multidisciplinary healthcare professionals collaborating in a team-based approach to address the patient, emphasizing how to deliver medical care and welfare services. The latter views disability as a challenge rooted in the social environment surrounding the individual. It aims to prevent illness and promote health centered on the person living their daily life. This approach seeks to eliminate barriers to living for all people and improve their quality of life (QOL) through multi-generational collaboration within the local community.

We believe there is value in adopting the social model for developmental disabilities. This means not treating it as "only their problem. " When individuals with developmental disabilities and those around them face challenges—for example, if it's about a child's studies, what could a stationery manufacturer do? If it's about home life, what could manufacturers or trading companies dealing in household goods do?—if all the companies, groups, and organizations surrounding daily life could consider and implement value-added solutions to help resolve these issues, it could become a societal movement. This way, society as a whole could raise the QOL of those affected.

Lowering participation barriers in a positive way is essential for creating a social model. By designing that entry point, we hope to accelerate this process.

"Home Childcare GAP MIKKE" Design (Map)

"Home Childcare GAP MIKKE" Design (Cards)

──I feel that sharing challenges with society is a major feature. What goals are you aiming for?

Wada: I'm currently raising children myself. I heard a story from an acquaintance about a child who struggled with group activities. The daycare center told the parents that unless the child attended a therapeutic facility, they couldn't enroll there. The parents were distressed, but ultimately, they transferred the child to a daycare with a large outdoor play area. This helped the child release stress, and they no longer needed to attend the therapeutic facility.

This story perfectly illustrates the challenge at the heart of the "social model." If the environment can accommodate developmental disabilities, they aren't treated as "disabilities." But if the environment can't accommodate them, the disability becomes the reason why the individual is expected to adapt to the environment. My motivation for being involved in this project stems largely from a strong desire to address this very issue.

Kanako Wada, Dentsu Inc. Business Creation Bureau, Chubu Creative Solutions Division 1. After joining Dentsu Inc., she worked for one year in the Human Resources Development Bureau. Since 2008, she has been a copywriter and CM planner in the Chubu Creative Bureau, planning and producing communications and outputs for diverse industries. In late 2021, she was appointed as a member of the 'Dentsu DE&I Seminar,' which sparked her interest in the activities of the Dentsu Inc. Diversity Lab. She joined the 'Children's Project,' an area of particular interest to her. She is currently exploring ways to contribute from a creative perspective to help commercialize the project.

Takahashi: People unfamiliar with developmental disorders might be startled, for example, upon seeing someone with ADHD on a train. But that wouldn't happen if they knew. I believe we need to create a narrative about how society changes through understanding. In a sense, it's crucial to expand the previously closed world of developmental disorders by incorporating diverse perspectives, while also making it viable as a business. Only then can it become sustainable and permeate society. I feel creating such a framework is our job.

Personally, before working on "GAP MIKKE," developmental disabilities were uncharted territory for me, and I suspect this is true for many people. Precisely because of this, I believe many companies remain unaware of the potential for value creation within this field. By clearly presenting the various ways a company's business connects to the seemingly unrelated realm of developmental disabilities, we aim to lower the barriers to participation.

Dai Takahashi, Dentsu Inc. BX Design Bureau, BX Production Division 5. After joining Dentsu Inc., he worked with regional newspapers, gaining experience in all aspects of media business (planning, buying, project development, content development/sales, content tie-ups, etc.). He then moved through the Sales & Business Co-creation Section and currently engages in business consulting and production work centered on the BX domain. Meanwhile, drawing from his experience as an NPO director in external activities, he recognized the potential for contributing to regional and social issues through internal task force activities. He joined the Dentsu Inc. Diversity Lab, where he works on business development and monetization initiatives.

Hayashi (Tsuyoshi): I believe many companies are actively seeking information and striving to catch up, but I feel we are still in the early stages of implementation. The employment rate for people with developmental disabilities across Japan as a whole is still not particularly high, is it? I strongly feel that providing opportunities for people with diverse individualities and characteristics, including developmental disabilities, to thrive will become essential for Japan's future. To achieve this, the understanding of those around them is crucial.

Hayashi (Takashi): Diversity Lab has built its expertise by working with clients, strengthening solutions in one area, then working with another client to enhance solutions in a different area... accumulating work to expand our areas of strength. How we connect these areas will be crucial going forward.

Beyond leveraging internal team and company expertise, connecting clients who can create synergies will likely give birth to new services and products. We've moved from a phase of broadly disseminating information to one of broadly connecting. We take pride in seeing this as a major role: designing that blueprint. And we must seriously consider what we will bring to the world and continue learning.