Pharma > Product or Service Promotion
NOT ANOTHER SAD SONG
McCANN HEALTH, Hong Kong / PFIZER / 2021
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the radio or audio work.
Idea
Collaborating with JOOX, Asia’s largest music streaming service, we used data to identify users who showed a sudden interest in melancholy music. Then, we interrupted their playlists with an ad. A voice told them they may be suffering from depression and directed them to take a simple online test to find out more. Those who tested positive were able to book consultations with medical professionals.
Translation. Provide a full English translation of any audio.
We’ve noticed your sudden onrush of sad songs, and we wanted to check everything is OK.
Click here to take a PHQ9 test and you can find out more about how you’re feeling.
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
Pharma regulation:
Cannot mention product claim with brand
Cannot over promise or imply results
Describe the target audience and why your work is relevant to them.
Hong Kong is one of the saddest cities in the world, with 61% of adults suffering from poor mental health, while 74% of those sufferers will never seek professional help. Looking at recent studies, we found that people with depression listen to sad songs.
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