Digital StorytellingWhen Friends Struggle With Depression, This App Helps Avoid Potentially Harmful PhrasesBBDO Bangkok and Samsung created 'Predict to Prevent'By David Griner|April 25, 2018'Predict to Prevent' spots potentially judgmental or negative phrases and suggests more supportive options.BBDO BangkokShareBy David Griner|April 25, 2018ShareWe all want to help friends who are struggling, so it’s a natural human impulse to send them a quick note of support. However, because many don’t understand the depth and seeming inescapability of depression, those well intentioned words can often have an unhealthy effect.To help address this common problem, agency BBDO Bangkok and Samsung created a smartphone app called “Predict to Prevent,” which uses predictive phrasing to spot when you’re about to send a potentially harmful message and instead suggests a more supportive phrase.Currently with language support for English and Thai, the app works with every messaging platform, according to BBDO Bangkok. The app uses a database of more than 100,000 phrases, covering a wide range of comments that could come across as negative or judgmental rather than truly supportive.CREDITS:Client: Thai Samsung Electronics Co. Ltd. Agency: BBDO Bangkok Chairman and Chief Creative Officer: Suthisak Sucharittanonta Deputy Chief Creative Officer: Anuwat Nitipanont Creative Director: Pitha Udomkanjananan Associate Creative Director: Nattagorn Thairattanasuwan Creative Group head: Thiti Boonkerd Senior Copywriter: Vasinee Poungngern Senior Art Director: Charnpanu Suchaxaya Copywriter: Manamai Rodpetch Group Client Service Director: Taksina Vasaruchapong Group Account Director: Ruengrawee Lertdejdecha Account Director: Tanyawan Wongapichart Adweek Adweek