Award: CAMPAIGN AWARDS \ C03. Brand Development (Service)

In Australia, despite ongoing government and non-for-profit initiatives, 13,000 Australians will be diagnosed with melanoma this year, and thousands will die from it.

IBM, alongside the Melanoma Institute of Australia, is working to help clinicians detect melanoma sooner and more accurately.

We worked with IBM’s agency partner to create a way for everyday Australians to interact with Watson as it learned more about the symptoms of melanoma. Everyday Australians were analysed by Watson, who would add the data from each individual to his learning, and could refer them to a skin specialist if necessary.

The national campaign drove conversation around skin care and the early warning signs of melanoma, and Australians unable to visit the SmartMirror could share their stories and photographs online. Tagging #OutThinkMelanoma allowed Watson to incorporate these stories into its learning.

The campaign reached a quarter of Australia’s population, via broadcast on four national TV channels, radio interviews and national newspapers. As a result, more than twice the target number of people used the SmartMirror, with several of them referred to dermatologists, potentially saving their lives. On top of this, we generated gigabytes of new data for Watson to continue learning and refining its diagnosis capabilities.