Spikes Asia 2024: AI Promotes Wellbeing

Men’s health organisation HeHealth found a workaround for men’s reluctance to be screened for sexually transmitted infections (STIs). It launched its HeHealth AI by scanning 2000 dick pics on dating sites, identifying 50 potential STIs. It shows how to use AI to infiltrate in a humorous, not invasive way, winning a Silver in Social & Influencer.

A ‘smile generator’ AI tool enabled people with less-than-perfect teeth to create a personalised Colgate smile based on the brand’s distinctive red-and-white logo. Encouraging people to share their unique smile and tackle ‘smile shame’ in Asia, it took a Silver in Design and a Bronze in PR and Brand Experience & Activation. It demonstrates how AI can help celebrate individuality.

A collective of women and organisations to support women, Women Helping Women Asia, trained its AI to recognise abusive verbal phrases for women who were victims of domestic abuse. The use of these phrases triggers an app to start discreetly recording, arming women with evidence against their abusers. It was shortlisted three times and shows how an AI can show allyship in a useful and pragmatic way.