IBM: Outthink melanoma

Technology company IBM applied its artificial intelligence programme ‘Watson’ to the problem of skin cancer in Australia in order to build relevancy.

Campaign details

Advertiser: IBMBrand: IBMAgency: Text 100, Ogillcy PR, Georage P. JohnsonCountry: Australia

Overview

In Australia, despite ongoing government and non-for-profit initiatives, a "tan" is still considered healthy. Yet tragically, 13,000 Australians will be diagnosed with melanoma this year, and thousands still die. Early detection is critical but no broad public campaign has solved our melanoma crisis. The integrated campaign comprising paid and earned media, social, influencers and an activation put this health threat in the public eye in a unique way, driving 5M+ earned media impressions alone. The application of IBM's cognitive...

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