UndoTheDamage
Vital Strategies is a global public health organization dedicated to improving public health worldwide. They focus on critical issues such as tobacco control, reducing air pollution, and enhancing road safety, with a particular emphasis on leveraging technology and data-driven strategies to make systemic changes, especially in India.
Prototype
Client:
Vital Strategies
Role:
UX Designer
Date:
2018/2025
Duration:
4 months
The objective was to create a highly visible, impactful campaign that utilized advanced technology to discourage smoking in public spaces. The goal was to detect smoking gestures in real-time and deliver personalized anti-smoking health messages via an interactive digital billboard
Challenge:
Vital Strategies required an innovative and tech-driven solution to disrupt traditional anti-smoking campaigns, which often go unnoticed. The goal was to create a dynamic system that directly engaged smokers and bystanders in public spaces, raising awareness about the dangers of smoking and encouraging behavior change.
Solution:
We developed an AI-powered digital billboard that used machine learning technology to detect smoking gestures—such as lighting a cigarette or bringing it to the mouth. Upon detecting these gestures,
the system instantly triggered a tailored health message with
dynamic visuals and audio, creating a powerful emotional
and psychological impact.
For the Machine Learning Technology Integration we develop a real-time detection system that could identify smoking gestures and trigger health messages instantly.
Training the Machine Learning Software
Defined key smoking gestures (e.g., lighting a cigarette, bringing it to the mouth) to train the system for accurate gesture detection. Incorporated feedback loops that continuously refined the system’s accuracy based
on real-time data.
Overcoming Environmental Challenges
Adapted algorithms to ensure reliable performance in varied lighting conditions
(day, night, fog, rain). Installed additional lighting to improve gesture recognition during nighttime, which had initially been hampered by low visibility.
Real-Time Responsiveness
Designed the software to instantly trigger anti-smoking PSAs upon detecting smoking gestures, delivering impactful health messages via visuals and audio.
Our Campaign goal was to Maximize public engagement with anti-smoking messages by reaching smokers and bystanders alike, combining real-time detection with broad social media and on-ground marketing.
Our Marketing and Communication Strategy
Campaign Design and Visual Appeal
Designed visually compelling anti-smoking visuals, featuring powerful health statistics and animations to accompany the digital billboard's message. Created a 3D video to illustrate the long-term effects of smoking, complementing the content on the billboard.
On-Ground Engagement
Deployed campus ambassadors to distribute brochures, conduct surveys, and encourage people to engage with the campaign.
Utilized these interactions to reinforce the message and collect valuable feedback for continuous improvement.
Social Media Strategy
Ran digital campaigns across social media to amplify the message, sharing campaign videos, statistics, and user-generated content surrounding the impact of the billboard. Engaged real-time through social media, highlighting the live effects of the campaign and encouraging online discussions about smoking cessation.
Project Leadership
Led all aspects of the project, including securing permissions, coordinating with engineering teams, and managing the physical installation of the billboard. Oversaw the integration of the machine learning system with the physical structure,
ensuring long-term durability and performance.
Led all aspects of the project, including securing permissions, coordinating with engineering teams, and managing the physical installation of the billboard. Oversaw the integration of the machine learning system with the physical structure,
ensuring long-term durability and performance.
Marketing Integration
Merged physical, on-ground, and online efforts into a cohesive marketing strategy, maximizing reach and impact. Synchronized the messaging and visuals from the billboard with digital marketing campaigns, creating a unified experience across all channels.
An infinite canvas
Obstacle 3: Insufficient Sound for Outdoor Use
Create your first blog
Obstacle 2: Last-Minute Denial from Building Authority
Interviews and how-tos
Obstacle 4: Ineffective Gesture Detection at Night
Features and bug fixes