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Anonymous Friend

Industry: Public interest & Non-profit
Media:Direct Market
Style: Minimalism

After 70 years in Brazil helping millions of alcoholics, Anonymous Friend is the first campaign featured by Alcoholics Anonymous in a digital platform. We used Facebook to achieve our main goal: help teens with drinking problems, who are ashamed to look for help. Over 20 hours of testimonials from AA members were turned into data to fill the first chatbot that deals with alcoholism. An online campaign using member's stories encouraged the interaction. The sensitive talk created an immediate bond between users and the bot that increased daily requests for help on AA’s email by 1300%.

We implemented the idea using Facebook Chatbot technology for Messenger. The campaign used AA members' real stories to directly create a bond with viewers, just like it happens in the meetings.It took us 4 months to put this idea on the air. First, we had to deepen our knowledge about the disease, and then design a huge conversation flow to cover the most important points of the subject. After that, we collected over 20 hours of real AA members' testimonials and turned into data to fill the conversation flow, programmed the bot and created the campaign to encourage people to interact with it.The first Anonymous Friend was made for Brazil, but we are making this project open-source since AAs around the World are willing to implement the chatbot in their countries.

We created the first Facebook chatbot that helps teens with alcoholism. Over 20 hours of testimonials from real AA members were collected and turned into data to fill the chatbot. For every question, there is an answer from someone who knows exactly how a person with drinking problems feels, without any judgements. Like at AA meetings, people stayed after reading the stories and identifying themselves in them. From the 12 steps of recovery to general information about the disease, all content was made to guide people to a nearby group, which can be done simply by sharing your location. The Anonymous Friend is also able to help an alcoholic in relapse by finding an urgent group and help non-alcoholics with alcoholic friends or relatives by giving tips and ways to approach them.

Anonymous Friend became teens' first step of recovery. A platform born in their world, available 24 hours a day in the privacy of their phones, so they didn't have to feel ashamed to ask for help. The impact for Alcoholics Anonymous was huge. In the first week, the page received over 28k likes and over 100k conversations in the chatbot. In addition, 65% of groups were reached through geolocation, increasing daily requests for help on AA's email by 1300%. Major groups registered a 20% increase of new members in their meetings.

Situation 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. Brief Create a campaign that not only brings AA close to teens, so they can look for help without being ashamed of it, but also does it in a private and wide-reaching way.Objectives Help teens with drinking problems and increase Alcoholic Anonymous’ awareness among them.

• Data gathering Over 20 hours of interviews with AA members capturing their stories, anxieties and specific words became data that filled the flow of conversations in the chatbot in a sensitive and personalized way. This data made the robot more human and sensitive to deal with a very serious issue.• Target Teens all over Brazil.• ApproachOur communication was mobile friendly, using videos posts and GIFs of AA members' real stories. The campaign created an immediate identification with viewers and by doing this, we were able to facilitate interaction and lose the shame in talking.• Call to actionEvery piece of the campaign ended with the message, encouraging teens to talk with the chatbot: "Do you know someone who needs help? Send me a message." We also had an intuitive button to send a message directly to the chatbot in every video, GIF or post.
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Other credit:Entrant Company: J. WALTER THOMPSON BRAZIL, São Paulo, Brazil
Additional Company: FACEBOOK, São Paulo, BRAZIL
Agency Producer Director, Marcia Lacaze, J.Walter Thompson
Account Team, Thiago Galdi, Enrico Cavallari, J.Walter Thompson
Editor/Motion, Marcus Prado, J.Walter Thompson
Head of Digital, Maisa Delgado, J.Walter Thompson
Digital Producer, Sergio Costa, J.Walter Thompson
Media Team, João Dabbur, Camila Bertoli, Pedro Graca, J.Walter Thompson
PR Director, Natalia Rondoni, Lucrecia Fretes, Andrea Assef, Mirela Tavares, J.Walter Thompson
Head of Creative Shop Brazil, Mauro Cavalletti, Facebook
Creative Strategist, Steve ePonto, Facebook
Client Solution Manager, Marcela Martins, Facebook
International Communication Manager, Bruno Rossini, Facebook
Communications Associate, Renata Torres, Facebook
BOT Creation Platform, ChatClub (Movile), ChatClub (Movile)
The One Show 2018
Merit Direct Marketing
Craft / Data-Driven Personalization - Single or Campaign
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Charities & Non-profit
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