Samsung Film, Digital Predict To Prevent by BBDO Bangkok

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Predict To Prevent

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Industry Public awareness, Mobile applications
Media Film, Digital, Interactive & Mobile
Market Thailand
Agency BBDO Bangkok
Executive Creative Director Suthisak Sucharittanonta, Anuwat Nitipanont
Art Director Suthisak Sucharittanonta, Anuwat Nitipanont, Charnpanu Suchaxaya, Pitha Udomkanjananan, Nattagorn Thairattanasuwan
Copywriter Suthisak Sucharittanonta, Anuwat Nitipanont, Thiti Boonkerd, Pitha Udomkanjananan, Vasinee Poungngern, Manamai Rodpetch
Released April 2018

Awards

Lions Experience 2018
Brand Experience & Activation Lions Use of Mobile & Devices Bronze Lion

Credits & Description

Media: Interactive
Category: Telecommunications
URL: https://play.google.com/store/...
Client: Samsung
Agency: BBDO Bangkok
Country: Thailand
BBDO BANGKOK Thailand Entrant Company
BBDO BANGKOK Thailand Idea Creation
1MOBY Bangkok, Thailand Production
Suthisak Sucharittanonta BBDO Bangkok Executive Creative Director, Art Director, Copywriter
Anuwat Nitipanont BBDO Bangkok Executive Creative Director, Art Director, Copywriter
Pitha Udomkanjananan BBDO Bangkok Art Director, Copywriter
Nattagorn Thairattanasuwan BBDO Bangkok Art Director
Vasinee Poungngern BBDO Bangkok Copywriter
Charnpanu Suchaxaya BBDO Bangkok Art Director
Thiti Boonkerd BBDO Bangkok Copywriter
Manamai Rodpetch BBDO Bangkok Copywriter
Taksina Vasaruchapong BBDO Bangkok Group Client Service Director
Ruengrawee Lertdejdecha BBDO Bangkok Group Account Director
Tanyawan Wongapichart BBDO Bangkok Account Director

Published: April 2018
Short Synopsis:
BBDO Bangkok has partnered with Samsung to create Predict To Prevent - a predictive text function that recommends the right mix of words to someone who is hurting. 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, Samsung has partnered with BBDO Bangkok to create Predict to Prevent.

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?
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.
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.
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
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.
Campaign Description
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.