| Title | ELLA, THE MESSENGER BOT WITH A HEART |
| Brand | SINGAPORE RED CROSS SOCIETY |
| Product / Service | SINGAPORE RED CROSS ELDERAID PROGRAM |
| Category | B03. Social for Mobile |
| Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
| Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
| Media Placement | FACEBOOK Singapore, SINGAPORE |
| Production | KRDS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Erick Rosa | MullenLowe Singapore | executive creative director |
| Fabio Santos | MullenLowe Singapore | Copywriter |
| Fabio Santos | MullenLowe Singapore | Art Director |
| Martin Coppola | MullenLowe Singapore | Art Director |
| Jon Ng | MullenLowe Singapore | Copywriter |
| Eevon Ong | MullenLowe Singapore | Account Manager |
| Gonzalo Olivera | MullenLowe Singapore | Group Account Director |
| Fuzzy Abideen | MullenLowe Singapore | Agency Producer |
| Rafael Guida | Creative Strategist | |
| Joseph Paul | KRDS Singapore | Project Manager - Development team |
| Thomas Bertossi | KRDS Singapore | Account Manager - Development team |
| Anand E | KRDS Singapore | Developer - Development team |
| Shivaguru R | KRDS Singapore | QA - Development team |
| Prashant Ip | KRDS Singapore | Tech Lead - Development team |
Arising from the need to constantly monitor the well-being of the beneficiaries, we created Ella, a messenger chatbot with a heart. Designed to interact the same way a human does, Ella greets the user, checks in on their mood, reminds them on their medication, and even pushes interesting news articles for them to read, based on their response. When Ella does not receive a response from the user for 48 hours, she will alert the Red Cross to check in on the person.
Ella was first tested in April 2017 and has been in use since among selected ElderAid beneficiaries from the Singapore Red Cross and with plans to have more languages added and functions as we gather behaviour response from the beneficiaries.
Through Ella, we unlocked a new way of monitoring the elderly and continue to assist volunteers through data collection of the status and well-being of the beneficiaries.
In line with the Red Cross’ dedication to relieve human suffering, protect lives and respond to emergencies, we rolled Ella out on smartphones to selected beneficiaries who live alone, and were keen on experimenting with this new technology and method of communication. This equipped us with an avenue to not only connect with the elderly, but collect valuable data about how they are feeling and alert us in the event of an emergency.