The Infection Alert System|海报/平面|广告营销案例【ADGuider广告指南】

感染警报系统

案例简介：为什么这项工作与创意数据相关？这项运动智能地利用来自 34,000 个农村卫生中心的疾病爆发的非结构化数据来设计感染警报系统。该系统帮助救生圈在最佳时机接触到印度农村最偏远村庄的人们，教育他们用肥皂洗手是防止危及生命的最具成本效益的预防措施的重要性腹泻和肺炎等疾病。这种预测感染警报系统有助于根据发病率严重程度优先考虑村庄的超局部目标。感染警报是通过消费者手机上的上下文音频交流发出的，克服了传统媒体覆盖面低和识字率低的障碍。背景印度十分之七的人使用救生圈，这是印度第一肥皂品牌。救生圈的业务反映了印度城乡人口的分裂，即70% 的业务来自印度农村。该品牌的宗旨是增强人们的能力，保护自己免受危及生命的疾病的侵害，特别是在印度农村，大多数家庭每天收入不到 1 美元，家庭中的疾病/感染可能会严重削弱-情绪和经济。救生圈的目标是接触这些人，以推动手卫生行为的改变，减少疾病和儿童死亡的发生率。简报是为了克服印度农村特有的媒体障碍，即低电视普及率和低识字率使得打印和外出无效且可以忽略不计的互联网/智能手机普及率能够在消费者最脆弱的时候接触到他们。描述想法/数据解决方案 (20% 的选票) 印度婴儿死亡率 (IMR) 比全球平均水平高 13%。人口最多的两个州北方邦和比哈尔邦的情况更糟，IMR分别比全球平均水平高 43% 和 27%。这些死亡中有一半是由腹泻和肺炎等可预防的疾病造成的，发生在农村地区。印度人主要用手吃和喂他们的孩子; 不是餐具。饭前用肥皂洗手不是他们制度或习惯的一部分。未洗手使他们和他们的孩子容易感染疾病。用肥皂洗手是预防儿童死亡的唯一最具成本效益的干预措施。它甚至被证明可以减少 45% 的腹泻和 23% 的肺炎。这个想法是为印度农村创建一个数据驱动的 “感染警报系统”，这个系统看起来是 “数据黑暗” 和 “媒体黑暗”。这一警告系统将近乎实时地向弱势村庄的消费者发出感染警报。这一想法的创新和独创性是使用从 34,000 个农村保健中心收集的关于疾病爆发的非结构化数据，并利用功能电话作为一种强大的通信媒介，其覆盖面比任何其他媒介高出 6 倍。农村地区中等。描述数据驱动策略 (30% 的选票) 有 4 个关键流程: 1.疾病数据库管理从 34,000 个分区/村庄的 822 个农村社区卫生中心收集疾病爆发数据。旧的纸质记录被数字化，然后算法被用来读取数据并将其加载到 21 种传染病的结构化数据库中。通过数据管道添加了新数据，该管道类似地将原始数据处理到结构化数据库中。 2.预测分析使用分层时间序列模型 (未观察到的成分模型) 对历史疾病发病率进行建模，以获得村级的预测发病率。 3.超本地定位预测分析用于确定每个村庄的风险水平。如果给定村庄的疾病发病率的预测严重程度高于某个阈值，则呼叫将被激活。 4.在媒体中沟通收入较低的目标受众面临挑战，因为他们是没有互联网连接的基本功能电话的用户，因此救生圈使用呼出电话来产生更大的影响。我们与领先的电信公司合作，利用一个 100 的移动数据库，该数据库被映射到感染警报系统的每周报告中，以确保疾病上下文音频通信仅被拨号到受感染的村庄。描述数据的创造性使用，或者数据如何增强创意输出 (30% 的选票) 我们利用印度政府的两个最大的健康数据库 1.综合疾病监测项目 (IDSP) 每周跟踪印度境内各种疾病爆发，直至村庄和街区。 2.卫生管理信息系统 (HMIS) 跟踪整个印度公共卫生保健系统中农村人口可获得的保健质量。 Insights旅程的原始数据利用了数据质量、地理智能工具和实体重新识别Ition引擎，它涉及多个进程，包括: 1.每周一次的健康中心数据整理， 2.从纸质表格中提取， 3.洁面， 4.结构化， 5.标准化， 6.编目， 7.预测分析和 8.信号感染警报的可视化平均而言，每周拨打 800万个电话，覆盖北方邦和比哈尔邦 822 个优先地区和相关分区中的 60 个。在活动的前 8 周，超过 6400万个电话 (感染警报)，以确保消费者采取预防措施，防止感染。这个呼吁与特定村庄的流行疾病有关。感染警报系统是数据驱动的大规模营销的完美例子，有助于在脆弱性最高的最相关时间警告消费者。列出数据驱动的结果 (20% 的选票) 典型感染警报呼叫: “救生圈叮当声…… 您好，我是救生圈博士。腹泻在你所在的地区迅速蔓延。只有开水和熟食。最重要的事情。吃之前用救生圈洗手” 当消费者最脆弱，因此最容易接受交流时，他们就是目标，这导致了记忆力和行为变化的增加。这场运动推动了救生圈的目标和发展。 98% 记得电话的人会自动召回救生圈 65% 记得电话的人显示自发的信息回忆北方邦和比哈尔邦在竞选期间减少了 178,000 例最致命的疾病。救生圈的游戏规则改变者，该品牌获得了有希望的商业成果: 1.“有效保护免受细菌侵害” 增长了 500 个基点，从 69 个增加到 74 个基点 (目标是 300 个基点) 2.UP和比哈尔邦的销售收益分别为 19% 和 14% (目标 10%) 3.UP中的渗透增益为 220 个基点 (目标 100 个基点) 鉴于UP和比哈尔邦竞选的成功，救生圈扩大了印度另外六个州的感染警报系统，现在这是一项持续的运动，是未来可持续的成功模式。

感染警报系统

案例简介：Why is this work relevant for Creative Data? This campaign made intelligent use of unstructured data on disease outbreaks from 34,000 rural health-centres to devise an Infection Alert System. That system helped Lifebuoy reach people in the remotest villages of rural India at the best time to educate them on the importance of hand-washing with soap as the most cost-effective preventive measure against life threatening diseases like Diarrhoea and Pneumonia. This predictive Infection Alert System helped prioritise villages for hyper-local-targeting based on incidence severity. Infection Alerts were delivered through contextual audio communication on consumers’ mobile phones, overcoming the barriers of low traditional media reach and poor literacy rates. Background Seven out of ten people in India use Lifebuoy which is India’s #1 soap brand. Lifebuoy’s business is reflective of India’s rural-urban population split i.e. 70% of business comes from rural India. The brand is guided by its purpose of empowering people to safeguard themselves against life threatening diseases, especially in rural India where most families earn less than 1 dollar a day and a disease/infection in the family can be severely debilitating – emotionally and financially. Lifebuoy’s objective was to reach these people to drive hand-hygiene behavioural change and reduce the incidence of illness and child deaths. The brief was to overcome media barriers characteristic of rural India i.e. low television penetration and low literacy rates rendering print and out of home ineffective and negligible internet / smartphone penetration to reach consumers when they were most vulnerable. Describe the idea/data solution (20% of vote) India’s Infant Mortality Rate (IMR) is 13% higher than the global average. The situation is worse in its two most populous states, Uttar Pradesh and Bihar with an IMR of 43% and 27% higher than global average respectively. Half of these deaths are caused by preventable diseases like diarrhoea and pneumonia and occur in rural areas. Indians primarily eat and feed their children with their hands; not cutlery. Hand-washing with soap before meals is not a part of their regime or habit. Unwashed hands makes them and their children susceptible to diseases. Hand-washing with soap is the single most cost-effective intervention to prevent child deaths. It is even proven to reduce diarrhoea by 45% and pneumonia by 23%. The idea was to create a data-driven “Infection Alert System” for rural India, which is seemingly “data-dark” and “media-dark”. This warning system would activate Infection Alerts to consumers in vulnerable villages in near-real-time. The innovation and originality of the idea was the use of unstructured data on disease outbreaks collected from 34,000 rural health centres and leveraging the feature phone as a powerful communication medium which had 6X higher reach than any other medium in rural areas. Describe the data driven strategy (30% of vote) There were 4 key processes : 1. Disease database management Data on disease outbreaks was collected from 34,000 rural community health centres across 822 sub-districts/villages. Old paper records were digitised and then algorithms used to read and load data into a structured database of 21 communicable diseases. Fresh data was added via a data-pipeline, which similarly processed raw data into the structured database. 2. Predictive analytics Historical disease incidence was modelled to arrive at predictive incidence rates at a village level, using hierarchical time series models (Unobserved Component Model). 3. Hyper-local targeting Predictive analysis was used to determine the level of risk for each village. If predicted severity of disease incidence for a given village was above a certain threshold then the calls would be activated. 4. Communicating in media The target audience, being in the lower income bracket, posed a challenge because they were users of basic feature phones with no internet connectivity, hence Lifebuoy used outbound calls to deliver greater impact. We partnered with leading telecom players to leverage a 100M mobile database which was mapped to the weekly report from the Infection Alert System to ensure disease contextual audio communication was dialled only to infection affected villages. Describe the creative use of data, or how the data enhanced the creative output (30% of vote) We tapped into the Government of India’s two largest health databases 1. Integrated Disease Surveillance Program (IDSP) tracks a variety of disease outbreaks within India down to village and block level on a weekly basis. 2. Health Management Information Systems (HMIS) tracks the quality of health care available to rural populations throughout India's public health care system. The raw data to insights journey leveraged data quality, geo intelligence tools and an entity recognition engine which involved multiple processes including: 1. Data collation across health centres at a weekly frequency, 2. Extraction from paper forms, 3. Cleansing, 4. Structuring, 5. Standardisation, 6. Cataloguing, 7. Predictive analytics and 8. Visualization for signalling infection alerts On average, 8 million calls were dialled every week covering ~60 out of 822 prioritised and relevant sub-districts across Uttar Pradesh and Bihar. In the first 8 weeks of activity over 64 million calls (infection alerts) were made to ensure consumers took preventive measures against infections. The call was contextual to the prevalent disease in the given village. The Infection Alert System was a perfect example of data-driven marketing at scale and helped warn consumers at the most relevant time when vulnerability was highest. List the data driven results (20% of vote) Typical infection alert call: “Lifebuoy jingle….Greetings I am Dr. Lifebuoy. Diarrhoea is spreading rapidly in your area. Have only boiled water and cooked food. The most important thing. Before eating wash your hands with Lifebuoy” Consumers were targeted when they were most vulnerable and hence most receptive to the communication which resulted in increased memorability and behaviour change. The campaign drove both purpose and growth for Lifebuoy. 98% of people who remembered the call displayed spontaneous recall for Lifebuoy 65% of people who remembered the call displayed spontaneous message recall Uttar Pradesh and Bihar saw a drop of 178,000 cases of the deadliest diseases during the campaign period. A game-changer for Lifebuoy, the brand reaped promising business results: 1. 'Protects effectively from germs' grew by 500 bps, from 69 to 74 (target 300 bps) 2. Sales gain for UP and Bihar was 19% and 14% respectively ( target 10%) 3. Penetration gain in UP was 220 bps ( target 100 bps) Given the success of the campaign in UP and Bihar, Lifebuoy scaled up the Infection Alert System across six additional states in India and it is now an ongoing campaign which is a sustainable success model for the future.