Background

In China, it is estimated that about 100 million workers suffer from various kinds of mental illnesses. Out of those people, 16 million are believed to be severely affected by their condition. It's not rare to see lethargic employees at work or hear news of suicides caused by depression. The CEO Roundtable China, a non-profit organization started at the behest of President George HW Bush, had a challenge for us: to launch their course that helps companies identify employees' mental health issues and provide support, before it’s too late. With an economic downturn in China, now was the right time to talk about mental health issues.

Describe the creative idea (40% of vote)

Inspired by real events and real data, we created a campaign that showed that in spite of all the data and the ‘eyes’ companies had, they could not spot a deeper problem. The main piece of the campaign, a targeted social commercial for HR departments and companies, featured a day in the life of Chen. It shows data obtained from his daily schedule, computer usage and time allocation. But at the end of the commercial we reveal that despite all data knowledge the company had, it could not predict or prevent him from committing suicide. The campaign social posts and posters showcase the life and behavior of 3 different employees - Chen, Wang and Zhang. But all the data obtained wasn’t able to predict the last thing they did at the end of the day — commit suicide.

Describe the execution (40% of vote)

The main piece of the campaign, a targeted social commercial for HR departments and companies, told the story of Chen. It shows data obtained from his daily schedule, computer usage and time allocation. But at the end of the commercial we reveal that despite all data knowledge the company had, it could not predict or prevent him from committing suicide. The campaign social posts and posters showcase the life and behavior of 3 different employees - Chen, Wang and Zhang. But all the data collected wasn’t able to predict the last thing they did at the end of the day — commit suicide.

List the results (20% of vote)

One of the most well received pro bono campaigns in China in years. 122 corporations pledged to take courses. Record number of course subscriptions. And most importantly, acknowledging that new data and new learnings are always welcome when it comes to saving people’s lives.