IdeaCollaborating with JOOX, Asia’s largest music streaming service, we used data to identify users who showed a sudden interest in melancholy music. Then, we interrupted their playlists with an ad. A voice told them they may be suffering from depression and directed them to take a simple online test to find out more. Those who tested positive were able to book consultations with medical professionals.
Hong Kong is one of the saddest cities in the world. 61% of adults struggle with mental illnesses, while 74% of those will never seek professional help. When we’re sad, we tend to listen to sad songs. So, what if this is a warning of mental illness and use technology to identify those people when they need help the most and reach out with support? Collaborating with JOOX, Asia’s largest music streaming service, the team in China used data to identify users who showed a sudden interest in melancholy music. Then, interrupted with a proactive message encouraged them to seek out the professional help they may need. The results have been amazing – The most important result? The people it touched. Not Another Sad Song is the perfect example of harnessing existing technology to meet people where they are to create a behaviour change that could truly have a life-changing impact.