STRESSWAVES

TitleSTRESSWAVES
BrandCIGNA
Product / ServiceCIGNA STRESSWAVES
CategoryA03. New Realities & Voice Activation
EntrantMcCANN Singapore, SINGAPORE
Idea Creation McCANN Singapore, SINGAPORE
Media Placement IPROSPECT London, UNITED KINGDOM
Production ELLIPSIS HEALTH SF, USA
Post Production CARBON Hong Kong, HONG KONG
Additional Company LAB/13 MRM New York, USA

Credits

Name Company Position
Dan Jacques McCann Worlgroup Group Creative Director
Aneeza Arshad McCann Worlgroup Art Director
Seneca Garrison McCann Worlgroup Copywriter
Brandon Cheung McCann Worldgroup Business Lead
Richard McCabe McCann Worldgroup APAC Head of Strategy
Charlie Lowe McCann Worldgroup Strategy Director
Nicole Tan McCann Worldgroup Strategy Director
John Mathis McCann Worldgroup Business Director
Julia Broughton McCann Worldgroup Group Account Director
Mallika Rao McCann Worldgroup Group Account Director
Shin Yi McCann Worldgroup Senior Account Director
Eunice Ma McCann Worldgroup Account Executive

Background

83% of people around the world are feeling stressed*, but only 14% feel comfortable talking to someone about it**. With symptoms are often invisible, Stress can escalate until it manifests into serious illnesses that can be life-threatening. According to the UN, stress-related illnesses contribute to nearly 5 million deaths a year. As leaders in Stress Care, Cigna challenged us to help them find a way to make talking about stress more approachable, and democratising Stress Care for all. We needed to develop tech innovation that would remove the barrier of fear in approaching your doctor, your manager, or any other initial human interaction that might be a stop someone from acting on their stress. If we could find an attractive way for these silent suffers to make an initial action and connect them to vital stress education and resources, we could changes lives. *Cigna 360 Well-being Study **MentalHealthFoundation ***UnitedNations Research

Describe the creative idea

The Cigna StressWaves Test is the world’s first voice-activated stress tool that analyses your current level of stress by you simply talking into your phone. This revolutionary new voice detection technology works on all mobile devices. All it takes is 60 seconds and a quiet place to talk. Once your current level is detected, tailored advice and resources are shared to help you take stress care action. StressWaves is possible thanks to breakthrough research revealing that your voice is now one of the earliest indicators of stress and mental health issues affecting the body. StressWaves is able to gather voice data and for the first time break down a person’s speech patterns to understand what their body is telling us about their stress levels.

Describe the strategy

Cigna has spent over three years striving to be recognised as a leader and innovator in the field of stress care. With findings showing a lack of confidence to share stress issues with a human, we needed to find an easily accessible way to make the behaviour of acting on stress less socially public and far more approachable - particularly Cigna's key audience, globally mobile individuals, who were seeing higher levels of stress due to lockdowns, family distance and difficulty operating their work roles remotely because of travel restrictions. If we could succeed in making this approach quick, unintrusive and muiti-device friendly, we would be able to proactively democratise stress care for millions of people around the world, helping them to act on and manage their stress before it turns into serious illness.

Describe the execution

StressWaves is the world’s first voice-activated stress tool that analyses your current level of stress by simply talking into your phone. This revolutionary new voice detection technology works on all laptops and mobile devices. It’s starts by asking a series of questions over 60 seconds to receive your voice data. A base algorithm 15,000 unique users of varying ages and accents helps StressWaves study your conversation. Machine learning harnesses the acoustics and semantics of speech - identifying tones, pauses, keywords. Real-time data algorithm processes a current stress score, tailored advice and resources are then pulled from Cigna’s ecosystem based on your current stress level. Your stress score image and score can be saved to your device or sent to your email with alongside offered advice and resources. StressWaves' A.I. gets more accurate at detecting stress with each new user, meaning chronic stress will continue to be detected and treated earlier.

List the results

In the first 5 months of launch: 358,000+ visits to the tool Over 1000 hours of stress talk 26,000+ people took the next step to reducing stress with Cigna A.I. learning has already reduced conversation time by from 90 to 60 seconds.

Links

Website URL