Details
- Agency : J. Walter Thompson
- Place : Brazil
Anonymous Friend
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Details
Advertiser
- AA (Alcoholics Anonymous) is an international mutual aid fellowship which aims to help alcoholics to achieve sobriety
Objective / insight
- Teens in Brazil are beginning to drink earlier and in larger quantities
- However, although cases of alcoholism have increased among them, asking for help and information seem far away from their world
- AA want to be closer to teens, so they can look for help without being ashamed of it, but also does it in a private and wide-reaching way
Implemented strategy
- AA created a Facebook Chatbot that helps teens with alcoholism
- For every question asked by a teen with alcoholism, there is an answer generated from a data base that gathered testimonials who know exactly how a person with drinking problems feels, without any judgement
- Teens stayed after reading the answer and identifying themselves in them
- All content was made to guide people to a nearby group, which can be done simply by sharing your location
Technology implemented
- AA set up a three-month research, and recorded more than 34 hours of tesimonials from AA members
- Those testimonials were turned into a data base which could fill conversation flow inside the Facebook chatbot
- Then the chatbot could respond to users in a personalized way, in order to encourage them to share their geolocalization and to join AA
Result
- In the first week after launch, more than 100 000 people talked to the chatbot
- 60% of them are teenagers
- Daily requests for help to AA’s email increased by 1300%
