Past 3 years have been some of the most stressful for Croatians. The country was struck by earthquakes, it ranked 8th in the world in Covid-19 deaths; furthermore, the recent conflict in Ukraine feels too close for a nation that endured some of the most gruesome wars in recent history. All this resulted in an alarming rise in mental health issues.

In the first year of the pandemic, global prevalence of anxiety increased by 25%, according to WHO.

Research on mental health in Croatia during the pandemic and after the earthquake shows that the population has become more anxious, than before these events, and worse off than other Europeans. 50% of Croatian population had noticeable levels of anxiety, yet the topic is mostly ignored.

That's why Croatia Insurance, emphasized the importance mental health, offering free preventive check-ups and encouraging users to take care of their health by contracting Health Insurance.

Instead of people watching commercials, commercials now watched them back, in real-time for a greater good – their mental health.

The idea was to pair powerful cameras in DOOH with AI to accurately assess anxiety levels of passers-by. Google face mesh and automatic facial emotion recognition (FER) technology along with other algorithms analyzed facial muscles using machine learning to identify anxiousness. With this, the AI Anxiety meter could precisely define anxiety level of the person in front of the screen. Depending on the result, a personalized message would have been displayed.

Those with the highest levels were directed to a free preventive check-up, while others received messaging around the importance of Health Insurance.

1/3 of all passers-by interacted with the ad with average dwell time 18.8” (817% above average DOOH), 8% of urban population tested leading to 24% intend to purchase and 21.8% sales increase.