Pristiq - "Not Another Sad Song (Board)"

McCann Health

McCann Health Hong Kong, China

1215

Titel	Not Another Sad Song (Board)
Agentur	McCann Health
Kampagne	Not Another Sad Song
Werbende	Pfizer
Marke	Pristiq
Datum der ersten Ausstrahlung/Veröffentlichung	2021 / 5
Produkt	Pristiq
Geschäftsbereich	Gesundheits- und Pharmazeutische Produkte
Story	Hong Kong is one of the saddest cities in the world. 61% of adults struggle with mental illnesses, while 74% of those will never seek professional help. When we’re sad, we tend to listen to sad songs. So, what if this is a warning of mental illness and use technology to identify those people when they need help the most and reach out with support? Collaborating with JOOX, Asia’s largest music streaming service, the team in China used data to identify users who showed a sudden interest in melancholy music. Then, interrupted with a proactive message encouraged them to seek out the professional help they may need. The results have been amazing – The most important result? The people it touched. Not Another Sad Song is the perfect example of harnessing existing technology to meet people where they are to create a behaviour change that could truly have a life-changing impact.
Medientyp	Case Study
Executive Creative Director	Pierre Loo
Executive Creative Director	Tommy Cheung
Creative Director	Jerry Lee
Creative Group Lead	Alex Tang
Art Director	Jamien Liu
Texter	Bono Ma
Texter	Sam Cheeseman
Etatdirektor	Rio Lee
Geschäftsführer	Sam Wong
President	Connie Lo
Chief Creative Officer	Matt Eastwood