The Algorithm of Life|海报/平面|广告营销案例【ADGuider广告指南】

生命的算法

案例简介：背景在过去的50年里，滚石成为我们时代的见证者。它见证了摇滚最伟大的传奇人物之一库尔特·科本 (Kurt Cobain) 创作了一些有史以来最具标志性的歌曲。将永远存在于每个人心中的和弦。但是没有人真正理解那些歌词的背后是什么。我们也没有。实际上，学术研究表明，必杀技经常在歌词中使用抑郁症语法。这意味着他在寻求帮助，但没人听。库尔特 (Kurt) 自杀25年后，寻求帮助的请求一直被写入并且没有引起注意。这次，在社交媒体上。根据世界卫生组织的数据，自杀每40秒就会导致一个人死亡。每年几乎有800,000人，比战争，癌症和城市暴力更多的受害者。而且根据世卫组织的说法，如果事先确定，可以避免90% 案件。描述创意 (投票30%) 最近的学术研究证明，一些经常使用的单词和句子与抑郁的感觉有直接关系。这是抑郁语法。这些研究使我们意识到，库尔特经常使用这些术语，通过他的歌词寻求帮助。库尔特 (Kurt) 死后25年，患有抑郁症的人不断写求救请求。但是现在，一切都变得更加清楚了，我们可以提供帮助。与巴西精神病学协会合作，我们创建了一种算法，该算法跟踪和分析Twitter上的公共帖子，以寻找抑郁症语法的单词和短语。根据频率，复发和术语的强度，它可以定义每个人可能处于抑郁的哪个阶段。换句话说，该算法就像人们大声呼救的数字声音一样。一旦发现严重威胁，用户会收到一条直接消息，建议致电巴西生命线服务公司CVV寻求帮助。描述策略 (投票20%) 关于抑郁症语法的学术研究和数据已经有很多。问题是，仅仅这些信息无助于防止自杀。我们需要扩大这些数据，以便能够识别和预防新的自杀病例。而且，尽管技术和社交网络经常被描绘成我们这个时代的疾病和如此多的抑郁症的原因，但我们认为它们不是问题的一部分，而是解决方案的重要组成部分。为了发展这个想法，我们使用机器学习来训练我们的算法，使其能够识别和理解单词，表达方式以及Twitter上帖子背后的情感-巴西年轻人最常用的社交网络之一。通过所有这些行为见解，该算法可以了解每个人的抑郁阶段，也是帮助他们的最佳方法。描述执行 (投票20%) 我们需要在一个具有里程碑意义的日期启动生命算法，以解决滚石和问题。库尔特·科本 (Kurt Cobain) 逝世25周年纪念日令人悲伤，但有力地提醒人们，抑郁症如何终结年轻的生命。这是一个机会，可以在没有对媒体进行大量投资的情况下将主题放在舞台上。在社交媒体和网站上只有几则广告，我们就能够引起媒体，专家，尤其是年轻人的注意。发布后，该项目继续引起人们的关注，并有机地吸引了越来越多的人: 年轻人与朋友分享生活算法，父母也开始意识到抑郁症的迹象。这一切使项目得以继续。列出结果 (投票30%) 生活的算法打破了抑郁和自杀的沉默和禁忌，使人们在社交媒体上，在巴西电视上观看次数最多的节目中，甚至在大学中讨论问题和抑郁迹象-生活的算法启发了座谈会。这个项目达到了1280万人。但是，最重要的是，该算法确定的许多人回答了我们的方法，感谢我们的帮助。它证明了工具的效率。我们不知道我们到底挽救了多少生命，但是如果它帮助了一个人，那就已经值得了。请告诉我们激发您竞选活动的社会行为和/或文化见解根据世界卫生组织事先确定的情况，可以避免抑郁症病例的90%。即便如此，这个科目在巴西还是个禁忌。借助生活算法，“滚石” (Rolling Stone)-一个行为平台-将主题带入舞台，使社会讨论并警惕抑郁迹象。

生命的算法

案例简介：Background During the last 50 years, Rolling Stone became a witness of our times. It saw one of the greatest legends of rock, Kurt Cobain, write some of the most iconic songs of all time. Chords that will live forever in everyone’s mind. But no one really understood what was behind those lyrics. Neither did us. Actually, academic studies show that Nirvana used, frequently, terms of the depression grammar in the lyrics. It means that he was asking for help, but nobody listened to it. 25 years after Kurt killed himself, requests for help keep being written and unnoticed. This time, on social media. According to World Health Organization, suicide gets a person killed every 40 seconds. It’s almost 800,000 people per year, more victims than war, cancer and urban violence. And still according to WHO, when identified in advance, 90% of cases can be avoided. Describe the creative idea (30% of vote) Recent academic studies have proved that some words and sentences used frequently are directly related to depression feelings. It’s the depression grammar. Those studies made us realize that Kurt was asking for help through his lyrics, using, frequently, those terms. 25 years after Kurt’s death, people suffering with depression keep writing requests for help. But now, everything is more clear, and we can help. In partnership with Brazilian Association of Psychiatry, we created an algorithm that tracks and analyzes public posts on Twitter looking for words and phrases of the depression grammar. According to frequency, recurrence and the strength of the term, it can define in which stage of depression each person may be. In other words, the algorithm is like digital hears for people shouting for help. Once a serious threat is identified, the user receive a direct message suggesting to call CVV, Brazilian Lifeline service for help. Describe the strategy (20% of vote) There are already several academic studies and data about the depression grammar. The problem is that all this information alone doesn't help prevent suicide. We needed to scale up these data so we would be able to identify and prevent new suicide cases. And, although technology and social networks are often portrayed as a disease of our time and the cause of so much depression, we saw them not as part of the problem, but rather as an important part of the solution. To develop this idea, we used machine learning to train our algorithm so that it was able to recognize and understand words, expressions, and also the emotions behind posts on Twitter - one of the most used social networks of Brazil’s youth. With all these behavioral insights, the algorithm could understand the stage of depression of each one and also the best way to help them. Describe the execution (20% of vote) We needed to launch the Algorithm of Life on a landmark date for both Rolling Stone and the problem. And Kurt Cobain's 25th death anniversary was a sad, yet powerful reminder of how depression can put an end to young lives. It was an opportunity to put the subject on the stage without huge investments on media. With only a few ads on social media and websites, we were able to draw the attention of the media, experts and - especially - young people. After the release, the project continued to gain awareness and to reach more and more people organically: young people sharing the Algorithm of Life with their friends and also parents becoming aware about depression signs. This all kept the project alive. List the results (30% of vote) The Algorithm of Life broke the silence and the taboo around depression and suicide, making people discuss the problem and the depression signs, on social media, on the most watched program on Brazilian TV, and even in universities – where the Algorithm of Life inspired symposiums. The project reached 12.8 million people. But, most importantly many people identified by the algorithm answered our approach thanking for our help. It proves the efficiency of the tool. We don't know exactly how many lives we saved, but if it helped one single person it was already worth it. Please tell us about the social behaviour and/or cultural insights that inspired your campaign According to World Health Organization when identified in advance, 90% of depression cases can be avoided. Even so, this subject is a taboo in Brazil. With Algorithm of Life, Rolling Stone – a behavior platform – brings the subject to the stage and make society discuss and be alerted to depression signs.