IBM is using their cutting-edge cognitive computing system, called Watson to outthink Australia’s greatest problems. Case in point; melanoma. Melanoma kills 1 Australian every 6 hours. It is our deadliest skin cancer but, ironically, one of the easiest to treat – survival rates can top 98%. The key is identifying melanoma early. Currently clinicians can successfully detect melanoma at about 60% with the naked eye. That improves to 80%+ through dermoscopy. The target for IBM Watson? 91% accuracy. That’s more than 13,000 lives every year that could be directly affected.
In order to increase accuracy by up to 31%, Watson needed data – lots of data.
So we invented the Watson Smart Mirror – a simple, engaging collection method which was showcased at an activation at Sydney’s Bondi Beach. Simply by standing in front of the mirror, Watson could analyse the age, gender and sunscreen coverage of everyday Australians. Where their risk profile warranted, they were referred to an on-site skin specialist who conducted a visual analysis and took high resolution images of any concerning moles for further analysis by a specialist dermatologist.
We also drove Australians to share their melanoma story on social media using the hashtag #outthinkmelanoma. Every tweet, post and photo was read by Watson and was incorporated into his ongoing learning.
– 45.6 million media impressions
– 4.88 million engagements
– 22% of people who met Watson had an on-site skin check.
– 40% were then referred onto a dermatologist for further analysis.
– Some had suspicious moles identified then removed – like Ian Kelsall.
AWARDS & RECOGNITION
Bronze – Clio Awards 2017 | Innovation | Product Innovation
Shortlist – Clio Awards 2017 | Clio Health
Shortlist – Cannes Lions 2017 | Health And Wellness | Health & Wellness Tech
Shortlist – Cannes Lions 2017 | Creative Data | Creative Data Collection & Research
Shortlist – Cannes Lions 2017 | Design | Digital Installations & Events
Shortlist – Cannes Lions 2017 | Digital Craft | Curation of Data
Shortlist – Cannes Lions 2017 | Digital Craft | Augmented Reality
Shortlist – Cannes Lions 2017 | Media | Use of Technology
Shortlist – AC&E Awards 2017 | Integrated Campaign
Shortlist – AC&E Awards 2017 | PR Campaign
Shortlist – AC&E Awards 2017 | Digital & Social Advertising
Shortlist – AC&E Awards 2017 | Data Visualisation
Shortlist – Spikes Asia 2017 | Media | Use of Technology
Shortlist – Spikes Asia 2017 | Design | Digital & Interactive Design
Art Director: Ash Myburgh
Copywriter: Jane Le
Creative Director: Rob Morrison
Social: Magdalena Trajkoska, Sam McDougall
Client: IBM Australia
Agency: Ogilvy Australia
IBM Outthink Melanoma Pre Roll
Social content driven by Australian influencers