Brand Experience and Activation > Touchpoints & Technology
PREDICT TO PREVENT
BBDO BANGKOK / SAMSUNG / 2018
Awards:
Overview
Credits
Overview
CampaignDescription
Introducing Samsung Predict To Prevent – a keyboard app that recommends the right mix of words to use with someone who is hurting from depression. By utilising the predictive text function, the keyboard detects words that can potentially hurt people and recommends a better response to prevent the reader from misinterpreting the message, which can have a damaging effect on the reader; such as self-harm or suicide.
Predict to Prevent is compatible with every messaging application and the keyboard is available in English and Thai.
Execution
Introducing Samsung Predict To Prevent – a keyboard app that recommends the right mix of words to use with someone who is hurting from depression. By utilising the predictive text function, the keyboard detects words that can potentially hurt people and recommends a better response to prevent the reader from misinterpreting the message, which can have a damaging effect on the reader; such as self-harm or suicide.
Predict to Prevent is compatible with every messaging application and the keyboard is available in English and Thai.
Outcome
- Samsung Predict To Prevent becomes the tool to communicate with people with depression that psychiatrist recommends to patient’s family.
- Over 300,000 words were predicted to prevent a tragedy from depression.
- 28 million media impressions
Relevancy
This is a MOBILE-based campaign that aims to improve PEOPLE'S EXPERIENCE on Samsung app platform by enabling them to choose the right words and phases to talk with people with depressions and ACTIVATE both patients and their loved ones to reconnect.
Strategy
Because communicating with people with depression can sometimes do more harm than good, despite their best intentions.Texting is the main channel people use to communicate with one another, and for people with depression, communication via text is riskier than face to face communication because readers are unable to recognise tone of voice, facial expressions or body language. Predict to Prevent's strategy is to protect people with depression from harmful words before they reach them.
Synopsis
350 million people worldwide suffer from depression and communicating with people with depression can sometimes do more harm than good, despite their best intentions.
Texting is the main channel people use to communicate with one another, and for people with depression, communication via text is riskier than face to face communication because readers are unable to recognise tone of voice, facial expressions or body language.
Knowing that it only takes one word to unravel a life, how can we protect people with depression from harmful words before they reach them?
More Entries from Use of Mobile & Devices in Brand Experience and Activation
24 items
More Entries from BBDO BANGKOK
24 items
