Campaign details

Brand: Samsung
Brand owner: Samsung
Lead agency: BBDO Bangkok
Country: Thailand
Industries: Telephone & internet services
Media channels: Mobile & apps
Budget: Up to 500k

Executive summary

Three-hundred and fifty million people worldwide suffer from depression, and communicating with them can sometimes do more harm than good, despite best intentions.

Texting is the main channel people use to communicate with one another and for people with depression communication via text is riskier than face to face communication because people are unable to recognise tone of voice, facial expressions and body language. Knowing that it only takes one word to unravel a life, how can we protect people with depression from harmful words before they reach them?

Introducing Samsung Predict to Prevent: a keyboard app that recommends the right mix of words to use with someone who is suffering from depression. By utilising the predictive text function, the keyboard detects words that can potentially hurt people, and recommends a better response to prevent the recipient from getting a message that could be misinterpreted and have a damaging effect. Predict to Prevent is compatible with every messaging application and the keyboard is available in English and Thai.

Market background and objectives