Brave

2-3% of the population has adolescent Idiopathic Scoliosis (AIS), meaning they have a sideways curved spine. 6,500 of 60,000 are being treated in a hospital in the Netherlands alone. And every year there are 1000 new patients, mostly teenage girls. They have to wear a brace when the angle of the curve is larger than 25 degrees to prevent further curving and correct their spine when worn as often as is prescribed. This bulky brace is uncomfortable and makes them insecure. And there is hardly any attention to really tackle these emotional issues. Moreover, the brace is too long and therefore puts pressure on the groin when sitting on chairs.

Brave solves that by listening to and focusing on the user. Brave is the go-to website for advice and to buy personalizable and fashionable, medical products of empowerment and comfort. This personalized experience gives them the feeling of being valued as a person, not just as another patient. One of the products is the Brave bag, which solves the problem of the pressure on the groin. It is personalized, medical pillow within a fashion item. It can easily be taken from class to class or elsewhere, simply take the inner bag out and sit on the outer one with the incorporated sloped pillow. This way, they won’t draw more attention to their brace. Moreover, they can easily start a conversation about it and actually be proud of their fashionable accessory. And that’s Brave, empowering teenagers with Scoliosis, making them more comfortable with their brace and give them a personalized experience.