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  • SUB CATEGORY :
    INNOVATION IN TECHNOLOGY
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • TITLE :
    PREDICT TO PREVENT
  • BRAND :
    DEPRESSION AWARENESS CAMPAIGN
  • ADVERTISER :
    SAMSUNG
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CREATIVE CHAIRMAN :
    SUTHISAK SUCHARITTANONTA
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • EXECUTIVE CREATIVE DIRECTOR :
    PITHA UDOMKANJANANAN/SUTHISAK SUCHARITTANONTA/
    ANUWAT NITIPANONT
  • COPYWRITER :
    VASINEE POUNGNGERN/MANAMAI RODPETCH/
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • ART DIRECTOR :
    NATTAGORN THAIRATTANASUWAN/CHARNPANU SUCHAXAYA/
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • GROUP ACCOUNT DIRECTOR :
    RUENGRAWEE LERTDEJDECHA
  • ACCOUNT DIRECTOR :
    TANYAWAN WONGAPICHART
  • GROUP CLIENT SERVICE DIRECTOR :
    TAKSINA VASARUCHAPONG
  • FILM PRODUCTION COMPANY :
    KLACK FILM, BANGKOK
  • CAMPAIGN SUMMARY :
    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.
  • THE BRIEF :
    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?
  • THE 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.
  • THE 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.
  • THE RESULT :
    - 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