Chinese NGO mental health campaign challenges how much big data really knows about us

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By Charlotte McEleny | Asia Editor

May 6, 2019 | 3 min read

CEO Roundtable on Cancer-China, an NGO in China, has launched a campaign that aims to drive awareness of mental health training by asking businesses to not just rely on data.

The insight for the campaign, created by BBDO Shanghai, is that while many businesses now use big data to learn about employees in terms of productivity and performance, data tells us little about how their mental health is faring.

The focus on big data within businesses is widespread and many companies are investing heavily in technology, talent and process in order to know more about customers and employees.

The outcome is the ‘knowing nothing’ campaign, which focuses on three core images and a video, all designed around the statement "a company knows all your data, but it doesn’t know you".

Each of the images and the videos carry a storyline around epic amounts of data but the fact that the company had no idea that the employee would return home to commit suicide that evening. The images take on an infographic style, while the video shows a day in the life of an employee and all the data points he shares.

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According to BBDO China, it has been a part of the CEO Roundtable on Cancer-China for five years, which means it has been able to participate in discussions and events hosted by the NGO around best practices in promoting better health. Employees of BBDO China take part in the events, it adds.

The CEO Roundtable on Cancer was first established in 2001 in the US, at the request of then-President George HW Bush. Since then it has worked with around 200 organizations around the globe to improve workplace health standards.

Knowing nothing by BBDO

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