Hong Kong is one of the saddest cities in the world, with 61% of adults suffering from poor mental health, while 74% of those sufferers will never seek professional help. Looking at recent studies, we found that people with depression listen to sad songs.

Idea

Collaborating 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.