Health and Wellness > Health Awareness & Advocacy

VOICE FROM THE HEART

DENTSU CREATIVE TAIWAN, Taipei City / TAIWAN ASSOCIATION AGAINST DEPRESSION & PANASONIC REDISCOVER MUSIC / TECHNICS / 2023

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Overview

Credits

Overview

Why is this work relevant for Creative Data?

Letting people with depression to perceive and express their inner negative feelings, the campaign "Voice From the Heart" uses patient's symptom data, combined with AI music technology, to transform the "people's inner voice" from an abstract concept into a melody that can be heard.

1.Personal data

Through AI music technology, everyone's answer from the depression scale is transformed into a unique melody which can be "heard" and "shared", representing people’s unique heart voices.

2.Collective data

By gathering data from all participants who fill out the scale, AI generates a 4-minute song that represents the real voice of all depressed patients.

Background

In Taiwan, one in every seven teenagers suffers from depression. However, the Taiwanese society still holds prejudice against depression, causing patients to choose to ignore and suppress their negative emotions, and pretending to be no different from ordinary people. Ultimately, 3/4 of them do not seek medical attention earlier and end up committing suicide. Therefore, we hope to raise public awareness of this issue and pay attention to the situation of teenagers around us. At the same time, we also hope to change the perception of teenagers towards their negative emotions, so that they are willing to face their inner voices and seek help from others.

Describe the creative idea / data solution

We discovered that connecting the answers on the depression scale is like creating a melody! This can express each person's unique "voice from the heart." Therefore, through the interactive website, personal scale data is obtained, and combined with AI music technology, each person's exclusive melody is generated!

Prior to this, people with depressive tendencies were reluctant to fill out the "depression scale" because they did not want to face the possibility of suffering from depression under social pressure. However, "Voice From the Heart" has transformed the experience journey of patients from simply filling out the scale to understand their own symptoms, to listening to their suppressed inner voice, thus successfully motivating them to be willing to share their inner voice publicly, leading to the first step in overcoming depression. In the medical field of global depression prevention and treatment, the use of scale data is an unprecedented innovative approach!

Describe the data driven strategy

Even the inner voice of grief is unique.

But how can we express this inner voice?

We found the answer on the individualized depression scale.

Step 1, From data to melody, from individuals to everyone:

We collect the data from each person's scale and use AI to generate a melody that represents their inner voice. By changing their perception of filling out the depression scale, they become willing to share their inner voice which means that they are finally willing to face their inner negative selves that allow medical assistance to intervene earlier.

Step 2, Combining big data and AI technology to generating a song representing everyone's inner voice.

This song represents the inner voice of all those who fill out the scale, so that all people with depression can feel that they are not alone, so they feel more comfortable in sharing their depression with the outside world.

Describe the creative use of data, or how the data enhanced the creative output

"Voice of the Heart" combines AI music technology to transform the process of filling out the depression scale into an experience of listening to one's own inner voice!

Through interactive films, potential patients are encouraged to enter the website and fill out the depression scale developed by doctors. After filling out the scale, AI will select different music genres and instruments based on each person's test results, and instantly generate a unique "voice from the heart" melody for everyone, making patients more willing to share their inner voices and take the first step in overcoming depression!

With more people participating and more data added, AI created the world's first song that gathering "the voices of 20,000 depressed teenagers"! Each teenager's "heart voices" melody from the scale were incorporated into the song, letting them know that they are not alone and that they are accepted, listened to, and valued.

List the data driven results

-20,000 teenagers joined the online campaign to fill out "the depression scale", starting to listen to their own inner voice and taking the first step in facing their depression symptoms!

-Using AI music technology, the world's first song that combines the "heart voices" of 20,000 depressed teenagers was launched! Each person's "heart voice" melody from the scale was incorporated into the song, letting them know that they are not alone and that they are accepted, listened to, and valued.

-600% organic reach increased in social media (compared to the previous average), and 50,000 people were reached by campus publicity campaigns (estimated until July 2023). More and more people are starting to pay attention to depression and practice listening to each other's "heart voices".

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