UndoTheDamage

Client

Vital Strategies : A global public health organization that is improving public health in India by supporting tobacco control, reducing air pollution, and enhancing road safety through strategic communication and policy advocacy. They also collaborate with the government to strengthen civil registration and vital statistics systems. Their work focuses on bridging gaps in public health through data-driven solutions and expert support.

Campaign Objective

Leverage advanced technology to create an interactive anti-smoking digital billboard that raises public awareness by detecting smokers in real-time and delivering health-focused PSAs (Public Service Announcements).

Project Overview

Challenge:
Vital Strategies needed an innovative approach to discourage smoking in public spaces and educate the public about its dangers. The goal was to create a highly visible, impactful campaign that utilized technology to engage smokers and non-smokers alike in real-time.

Solution:
We developed a machine learning-powered digital billboard that detected smokers in public spaces and delivered instant anti-smoking messages, triggering a mix of visual and audio cues to maximize emotional and psychological impact. The campaign was further amplified through strategic on-ground and social media activations.

Machine Learning Technology Integration

Objective

Develop a real-time detection system capable of identifying smoking gestures and triggering health messages instantly.

Technology Integration:

1. Training the Machine Learning Software:
   • Defined key smoking gestures (such as lighting a cigarette and bringing it to the mouth) to train the machine learning system for real-time smoking detection.
   • Incorporated feedback loops to improve the system’s accuracy by continuously refining algorithms based on real-time data.
2. Overcoming Environmental Challenges:
   • Adapted the detection algorithms to function reliably across different lighting conditions, from daytime to nighttime, and during various weather conditions like rain and fog.
   • Integrated additional lighting after detecting low visibility at night, which initially hampered the gesture recognition system.
3. Real-Time Responsiveness:
   • Built the software to respond instantly to smoking gestures, triggering health PSAs that delivered impactful anti-smoking messages in both visual and audio formats.
   • Tracked and monitored the number of smoking gestures detected to measure the system’s engagement and performance.

Campaign Goal:
Reach smokers and bystanders with powerful anti-smoking messages, combining real-time detection with a broader social media and on-ground presence.

1. Campaign Design and Visual Appeal:
   • Designed highly engaging anti-smoking messages using a mix of video, animation, and powerful health statistics.
   • Created a 3D video to accompany the digital billboard, visually illustrating the dangers of smoking.
     
2. On-Ground Engagement:
   • Deployed campus ambassadors who distributed brochures and engaged with the public through surveys to reinforce the billboard’s message and gather valuable feedback.
   • Amplified the campaign through real-world interactions, complementing the technology-driven components.
     
3. Comprehensive Social Media Strategy:
   • Executed a digital campaign on social media platforms to extend the message beyond physical locations. This included sharing campaign videos, statistics, and user-generated content around the impact of the digital billboard.
   • Focused on real-time engagement by showcasing the campaign’s live impact, creating a buzz and fostering online discussions about smoking cessation.
     

Implementation

Project Leadership and Execution:

• Led all aspects of project planning and execution, from securing permissions and installing the outdoor structures to ensuring timely launch and seamless operation of the billboard.
• Worked closely with engineers to integrate the machine learning system into the physical infrastructure of the billboard, ensuring accuracy and durability.

Integration with Broader Campaign Strategy:

• Blended the physical billboard installation with online and on-ground marketing efforts, creating a multi-channel approach that maximized reach and engagement.
• The audio-visual experience of the billboard was integrated into broader social media messaging, creating a cohesive narrative across platforms.

Obstacles and Solutions

Throughout the campaign, several challenges arose, but quick and effective solutions ensured the project’s success.

Obstacle 1: Windy Outdoor Conditions

• Challenge:
  The digital billboard’s original frame construction couldn’t withstand the windy conditions of the outdoor location.
• Solution:
  Switched vendors and opted for a sturdier frame construction, which ensured the billboard remained stable even in high wind conditions.

Obstacle 2: Last-Minute Denial from Building Authority

• Challenge:
  On the campaign’s launch day, the building authority revoked permission for the billboard installation.
• Solution:
  The team quickly reached out to other supporters in the Unitech Cyber Park and secured additional permissions, allowing the campaign to continue without significant delays.

Obstacle 3: Insufficient Sound for Outdoor Use

• Challenge:
  The in-built speakers on the digital billboard were not powerful enough for the outdoor environment, reducing the effectiveness of the audio PSAs.
• Solution:
  Sourced and installed stronger external speakers after day one, ensuring that the audio messages were impactful and clearly heard in the outdoor space. The new speakers were fitted into the existing structure.

Obstacle 4: Ineffective Gesture Detection at Night

• Challenge:
  The machine learning system struggled to detect smoking gestures at night due to insufficient lighting, reducing the campaign’s effectiveness during nighttime hours.
• Solution:
  Installed two additional lights on the structure after observing the issue in the initial footage. This improved the visibility and detection accuracy, ensuring the campaign ran smoothly both day and night.

Results

Public Awareness Impact:

• The combination of real-time machine learning, outdoor advertising, and social media efforts led to significant public engagement and raised awareness about the dangers of smoking.
• The on-ground interactions and social media buzz resulted in meaningful conversations about smoking cessation, with both smokers and non-smokers participating.

Campaign Success:

• The machine learning system effectively detected smoking gestures and delivered impactful health messages in real-time, achieving the campaign’s objective of using technology to promote public health.
• The campaign’s adaptability and quick responses to obstacles (such as weather and lighting issues) ensured its long-term success and set a new benchmark for health-focused advertising.

Conclusion

The Intelligent Board for Vital Strategies campaign was a powerful example of how machine learning and real-time responsiveness can create engaging, effective public health interventions. Overcoming challenges like weather conditions, sound amplification, and night-time visibility was critical to ensuring the campaign’s success. Through a combination of cutting-edge technology, creative messaging, and quick problem-solving, the project achieved its goal of raising public awareness and encouraging behavior change in a highly visible, impactful way.