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VOICE FROM THE HEART

DENTSU CREATIVE TAIWAN, Taipei / TAIWAN ASSOCIATION AGAINST DEPRESSION & PANASONIC REDISCOVER MUSIC / TECHNICS / 2024

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Overview

Credits

Overview

Why is this work relevant for Creative Data?

The campaign "Voice From the Heart" uses patient's symptom data, combined with AI music technology, to transform the "people's inner voice" from an abstract concept into a melody that can be heard.

1.Personal data

Through AI music technology, the data from depression scales are transformed into a unique melody that represents the individual's inner voice.

2.Collective data

By gathering data from all participants who fill out the scale, AI generates a 4-minute song that represents the real voice of all depressed patients.

Background

In Taiwan, one in every seven teenagers suffers from depression. However, the Taiwanese society still holds prejudice against depression, causing patients to choose to ignore and suppress their negative emotions. Ultimately, 3/4 of them do not seek medical attention earlier and end up committing suicide. Therefore, we hope to raise public awareness of this issue. At the same time, we also hope to change the perception of teenagers towards their negative emotions, so that they are willing to face their inner voices and seek help from others.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

Around 2 million people in Taiwan suffer from depression, but less than 30% of them actually seek medical treatment. The main reason is the various stigmas prevalent in Taiwanese society surrounding individuals with mental illnesses such as depression. This not only leads to numerous difficulties for those with depression in education and employment but also deters potential patients with psychological symptoms from seeking medical help. There is limited understanding in Taiwanese society about mental illnesses, and the prevailing impressions tend to be negative. Additionally, the lack of awareness about one's own mental state among the general public contributes to a deficient "awareness" of depression.

Describe the Creative idea / data solution

"In Taiwan, 1 in 7 individuals suffers from depression, yet only 1/5 of those with depression seek medical assistance. The 'Depression Index Questionnaire' is the simplest online self-assessment tool. However, due to the predominantly negative societal perceptions of mental illnesses like depression in Taiwan—marked by stigma, ignorance, bias, and discrimination—the rate of completing depression index questionnaires is low.

'The Voice of the Heart' takes data from individuals filling out depression index questionnaires online and, through real-time AI music technology, creates a unique melody representing each person's inner self. This transforms the traditionally clinical process of assessing depressive tendencies through questionnaire completion into a journey of listening to one's inner voice. This is the first instance in the medical field of utilizing depression index questionnaire data in this manner!"

Describe the data driven strategy

Even the inner voice of grief is unique.

But how can we express this inner voice?

We found the answer on the individualized depression scale.

Step 1, From data to melody, from individuals to everyone:

We collect the data from each person's scale and use AI to generate a melody that represents their inner voice. By changing their perception of filling out the depression scale, they become willing to share their inner voice which means that they are finally willing to face their inner negative selves that allow medical assistance to intervene earlier.

Step 2, Combining big data and AI technology to generating a song representing everyone's inner voice.

This song represents the inner voice of all those who fill out the scale, so that all people with depression can feel that they are not alone, so they feel more comfortable in sharing their depression with the outside world.

Describe the creative use of data, or how the data enhanced the creative output

By analyzing the data of the answer options of depression scale, combined with AI music technology, we have transformed the process of self-assessing depression symptoms into a journey of "listening to the voice of one's own heart"!

The journey started with an interactive film, which encouraged patients to enter the interactive website to fill out the professional depression scale. AI will select different music genres and instruments based on each person's test results, and instantly generate a unique "voice from the heart" melody for everyone, making people more willing to share.

With more people participating, AI created the world's first song that "gathering the voices of 20,000 depressed teenagers"! Every teenager's "heart voices" has been turned into a part of this song, letting them know that they are not alone, and be accepted, listened to, and valued.

List the data driven results

-49% depression scale completion rate

-600% social organic reach gain (compare to the average in the past)

-50,000 campus events participation

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