The activity, which took place on Monday (16 June) at London’s Westfield shopping centre in Shepherd Bush, was developed to raise awareness of and support the work of the brain tumour charity.
Shoppers had the chance to play ‘Mind Pong’, a two-player game similar to the arcade game Ping Pong, which used electroencephalography technology to read brainwaves via a simple Velcro-attached headband. It allowed participants to move an on-screen paddle up and down by simply concentrating up or relaxing down.
The headband connected to Ocean Outdoor’s Eat Street digital screen at the shopping centre. The company planned the media placement for the one-day event and surrounding awareness campaign.
The Brain Tumour Charity asked for a £1 donation from players, with volunteers on-site to provide more information about the charity and receive further donations. Volunteers also offered advice on how to look out for symptoms of brain tumours.
Louise Taylor, director of fundraising and communications at The Brain Tumour Charity, said: "The day will enable us to raise awareness of brain tumours, the vital research we fund and the support we provide for anyone affected. In addition we will be able to share our ‘HeadSmart’ campaign with families so they are aware of the signs and symptoms of brain tumours in children and young people."
Richard Malton, marketing director at Ocean Outdoor, added: "This is a simple but relevant use of the power of the mind to communicate the work of a charity, harnessing the technical power of digital out-of-home. The connection between the action and the cause is strong – and what a novel way to have a go at a game of ping pong."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.