|Product / Service||CEORT MENTAL HEALTH|
|Category||C01. Corporate Image & Communication|
|Entrant||BBDO CHINA Shanghai, CHINA|
|Idea Creation||BBDO CHINA Shanghai, CHINA|
|Wai Foong Leong||BBDO China||Chairman and Chief Creaive Offcier, Greater China|
|Aricio Fortes||BBDO China||Chief Creative Officer|
|Tom Mangione||BBDO China||Creative Director|
|TzeKiat Tan||BBDO China||CEO|
|Grace Yu||BBDO China||Executive Producer|
|James Feeler||Jamute||Sound Studio|
|Mateus De Paula Santos||LOBO||Director|
|Alberto Lopes||LOBO||Executive Producer/Partner|
In China, over 100 million workers suffer from various mental illnesses. Around 16 million are believed to be severely affected by their condition. It was critical for CEO Roundtable to do this campaign targeting big Chinese corporations, to promote practices that can spot hidden signs of mental health issues.
We see a day in the life of Chen, a Chinese worker and the comprehensive behavior tracking that happens in his workplace with CCTVs and various tracking methods following his activity throughout his day. At the end of the ad, we reveal that all that tracking had failed to predict that later that night after work Chen would take his own life.
China is an all-seeing state. It has the largest and most sophisticated camera surveillance systems. Cameras with artificial intelligence are in widespread use. They can read faces, estimate age, ethnicity and gender. They can match your face with your car license plate. They can match you with your relatives or the people you are in touch with. Same goes for companies. Many companies use data to track how many times their employees pause or take breaks during work. They also know everything workers do while in the company: they record their internet usage, calendars, time allocation per project, etc. In spite of access to all this huge amount of data, companies still know nothing about their employees’ mental health. It’s estimated that China has 100 million workers with mental health issues. That’s why it was critical for CEO Roundtable to do this campaign targeting big Chinese corporations.