Lionel Messi and OrCam: Enhancing self-determination in the lives of people with visual impairments

Off the soccer field, professional footballer Lionel Messi is known for his commercials for Pepsi, Lay's or Dolce & Gabbana. Now he has also become the brand ambassador for OrCam MyEye and shines a bright light on this unique assistive technology. Why did the two decide to form this rather unusual partnership?

The OrCam device is a tiny, smart camera that is about the size of a USB stick and looks a lot like it. It attaches to the side of any pair of eyeglasses and helps people with visual impairments to make their lives much easier. The camera can detect any text in digital or printed format and then reads it to the user in real-time via a tiny, built-in speaker. The OrCam is activated by using hand gestures. Users turn the camera on and off by moving their finger within its field of view. Users with low or residual vision can also navigate texts. OrCam has introduced a voice command feature this year. This is particularly helpful for people with motor impairments as it makes the OrCam simple and easy to use.

But the OrCam MyEye device can do more than recognize and read text. It also identifies banknotes, products at the supermarket and even faces. Users simply store biometric maps of familiar faces on the device and it will recognize them from a distance of six to seven meters. The OrCam can also distinguish between men, women, and children the user has not saved as a profile.

Another feature is presently in the testing stage and will provide orientation assistance, enabling users to identify objects in their immediate surroundings. The orientation feature currently only works in indoor settings. Users can ask the OrCam to identify objects in their field of view. The device recognizes common objects such as tables, chairs, monitors, or stairs.

REHACARE.com already met up with the OrCam team at its booth in Düsseldorf last year and reported on the MyEye.

Normally, the OrCam device is handed out in person and is accompanied by in-person training. The briefing session is designed to quickly solve any initial device issues, including difficulties setting the camera’s focus or activating the gesture commands. "Over the last few months, OrCam has created online solutions that help our clients learn to operate the device in a virtual setting," explains Jennifer Kietzke, Area Sales Manager at OrCam. "Since our device assists many older adults who are at a greater risk for severe illness from COVID-19, it was important to us to offer a 'contactless' way to access our products online." The free, accessible online seminars and customer service over the phone are an alternative to the company’s onsite assistants, who continue to be available to support OrCam customers.

But back to professional footballer Lionel Messi. What is his connection to OrCam? The collaboration happened as the result of a chance encounter between the OrCam and the Messi management teams. The professional footballer was instantly excited and passionate about the product.

Jennifer Kietzke: "Many people don’t know that Messi really struggled at the start of his sports career. Football clubs were unwilling to sign him because he was too small. Luckily, he had people that believed in him on his side. They supported him and made it possible for him to take growth hormone treatment. That is why Messi knows first-hand about the power of medicine and technology, and he understand the importance of a strong support system. Messi is aware of his reach and platform and wants to send an important message."

Shortly before the global COVID-19 outbreak, the collaboration was announced during a kickoff event earlier this year, which attracted a lot of media attention. In Barcelona, Messi met the "Dream Team" made up of new OrCam device users with interesting personalities and stories to share. "The emotion was incredible. Meeting with this amazing group of people from around the world was truly a magical and inspiring moment," Messi describes the encounter. "Witnessing each of the members of the 'Dream Team' trying out the OrCam MyEye features, it was clear that this would be a life-changing device for each of them. I am proud to be an OrCam Ambassador to truly make a difference for so many."