Direct > Direct: Sectors

STNDBY

VIACOM, New York / VIACOM / 2018

CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

CampaignDescription

Stndby, a machine learning powered messaging platform —built with neuroscientists and clinical psychologists, launched the first custom digital wellness assistant that helps those affected by addiction through anticipatory wellness routines. The system is designed to offer encouragement, motivation, and teachings, giving users a pathway to practice healthier behaviors and develop deeper awareness and coping skills. It can connect people to resources such as nearby rehabilitation centers, Narcotics Anonymous meetings, and live human support. The chatbot also reminds users to explore additional content that was developed as part of Viacom’s Listen campaign to reduce the stigma around addiction. It is an autonomous tool that offers safe, anonymous, personalized support for those struggling with addiction personally or supporting someone who is, as well as a “way to better see themselves in the world and build a stronger inner tool kit.”

TEXT LISTEN (547-836)

Execution

Stndby gains user understanding through psychometric assessment (HEXACO model for personality structure), behavioral insight and NLP which then informs our proprietary CMS and recommends personalized content and learning modules. We are able to deliver tailor made curriculum to each user based on their current emotional and behavioral needs all while reinforcing progress through exclusive reward content. The emotional and psychometric data informed algorithms reorganize algorithms away from biased demographic data to deeply connected psychographic data, causing new habits to be fueled by oxytocin in addition to dopamine.

1. A one-time personality assessment ((HEXACO model for personality structure) builds the foundational understanding. This assessment is seamlessly woven in to the conversational experience.

2. Daily routines that gain pattern understanding by checking on energy levels, emotionality, triggers and stressors.

3. Stndby sends personalized support methodologies in audio, video, graphic and text formats, that deliver behavioral feedback, including progress updates. That allows us to see patterns and report back status updates.

4. This is turn completes the feedback loop for the machine learning the customize the conversational experience for each end user, and to predict which content relative to context (tone, sentiment, language) to offer up next.

Outcome

The opportunity is to use the anonymous data responsibly to create research to better understand how to more effectively build a pathway to support for the tens of thousands of people who are suffering. This research would not only inform organizations such as the CDC, but also direct the highest levels of government policy. We can estimate the likely increase in a given outcome based on the ability we have to both predict and, to influence behavior.

1. Stndby was used in 713 area codes.

2. We discovered after launch that over half the users were supporters of those suffering, so we quickly developed a "supporter conversational track" that addresses the nuanced needs of this often forgotten group.

3. On top of Addiction with the data findings the technology can be scaled to to also address: Parenting Fitness and health Marriage/relationship, Dating, Career, Pregnancy, Mental Health, and Stress Management

Synopsis

Drug overdoses killed more people in 2015 than HIV and AIDS at its peak in 1995. Every 19 minutes someone dies from an unintentional overdose. Stndby was designed to directly support those affected by this epidemic. Stndby is providing the key technology platform for Viacom’s LISTEN campaign, a national addiction initiative, offering resources to help turn addiction around and start the path to recovery. The primary objectives are to reduce shame and design a pathway to support by limiting the number of gates between someone who needs help and the help pipeline.

1. More Connection: help people feel more connected and heard. Act as a bridge between shame and the support/rehab pipeline.

2. Emotionally Sophisticated Technology: Deliver more emotionally sophisticated usage of real time data.

3. Personal Growth: grow communities and individuals that feel less isolated who are better able to lead healthy, vibrant lives.

4. Early stages

More Entries from Corporate Social Responsibility (CSR) / Corporate Image in Direct

24 items

Grand Prix Cannes Lions
PALAU PLEDGE

Travel

PALAU PLEDGE

PALAU LEGACY PROJECT, HOST/HAVAS

(opens in a new tab)

More Entries from VIACOM

24 items

THE OTHER CUBICLE

Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand

THE OTHER CUBICLE

UNILEVER, VIACOM

(opens in a new tab)