Why a map?
From redlining to modern urban planning, you don’t have to look far to see ways in which maps have been used to marginalize, divide and oppress communities around the world. Brand want this project to help Black travelers see the country in a way that prioritizes and celebrates the contributions of folks who look like us – and facilitates travel choices that deepen engagement within our community. Repurposing a traditional elevation map is a way for us to weave joy and depth into the story, the experience, and our interpretation of the data.

Where’s the data coming from?
At launch, the Black Elevation Map contains more than 30,000 unique points of interest, plus detailed population data, and Black-travel-related social media activity data. In choosing which data to include in this project, they wanted sources where the Black community had self-identified, versus data collection sources that try to identify without consent.

Source
Yelp and Google, both of which have options for business owners to self-identify as Black-owned. The map also includes data classified as “African American” from The Historical Markers Database.

How does the travel feed work?
The travel feed pulls in Black travel-related social media conversations from Twitter and Insta based on hashtag use. It’s categorized across three main streams, for a total of 1,500 social sources across 53 unique embedded data feeds.

Credits
Agency: Performance Art / Toronto
Client: Black & Abroad

Challenge
GSK’s products and solutions help people across Mexico fight the cold and flu season. But the most complex issue is being able to predict the right time to communicate with customers, highlight the problems, and mitigate the risks associated with the spread of the disease. This silent, invisible condition can slow down the economy and put lives at risk.

Inspiration
Cold and flu season has become a significant public health problem in Mexico. In 2018 alone, more than 23.8 million acute respiratory infections and 500 deaths were due to influenza.

Given that artificial intelligence and predictive data modelling has enabled business and industries all over the world to accurately predict future states and influence positive behavioural change in real-time, could the creative application of data inspire the most impactful use of messaging as a solution to ultimately save lives?

Idea
GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Leveraging eight years of infection data from the National Institute of Epidemiology, they layered in weather data from more than 80 cities, considering over 50 variables such as temperature, weather, humidity, etc. and analysing word trends in Google searches geolocating social media activity related to flu symptoms. This enabled us to accurately and efficiently deploy GSK’s Theraflu product messaging and customer experiences across Mexico precisely the right moment ahead of the approaching disease.

Credits
Brand:GSK
Product: Flu-Tracker
Campaign: Theraflu Tracker
Agency: Wunderman Thompson

Tags: Innovation, Pharmaceutical, Data, Creative Commerce, Technology, Location, Mobile, Wunderman, Wunderman Thompson, Mexico, Latina, GSK, Experience, Award-Winning, Theraflu, flu tracker, Health

That question is the one that we are trying to solve just when the information that surfs the networks is exposed to manipulation by private corporations and governments, and the truth loses more and more weight. Imagine for a second that Planet Earth reaches us and tells its truth about the damages of climate change that’s been jeopardizing its health. This is why we are convinced that the only one that could tell us with certainty how it feels, what is happening to it, and its suffering is the earth itself.

This initiative, supported by Greenpeace Colombia, seeks to give a voice – to planet earth. It attends and understands first-hand what the earth has to tell us. To make this a reality, climate monitors around the world that provide us with real-time information on forest fires, pollution, climate warming and CO2 levels, among other indicators, are synchronized with a platform based on Machine Learning that classifies and converts the information received into a Tweet. Each tweet is published automatically – without human intervention – and in real-time from the earth’s own Twitter account (@earthissaying) created to bring its voice to life while targeting the incumbent recipients that could and should do something to help, and we are all there to witness and amplify the call.

“After 4.543 billion years, the earth has its own voice. As its inhabitants, we must listen carefully, regardless of our country of origin, to take the necessary measures to care for it and preserve it before it’s too late. That’s the goal of this idea” Sebastián Benitez, General Creative Director of Grey Colombia

Join this initiative by following the Twitter account @earthissaying, listen to end echo what earth has to say.

Credits
Advertiser: Greenpeace
Agency: Grey
Campaign: Earth is Saying