UoK?
World Health Organization
Art Director: Serena Maldonado
NY Festival Advertising Awards Finalist
Communication Arts Ad Competition ‘21 Shortlist
Problem: People are often alone during mental health episodes, whether it’s a bout of mania or a long-running depressive episode, leaving them vulnerable and unsure on what to do in emotional turmoil.
Solution: UoK? is an app that tracks phone user’s mental health based on their phone usage behaviour.
How It Works
Over a period of 10 weeks, UoK? tracks your phone usage to create your digital phenotype.
When a user begins to show symptoms of a mental health episode, or a major difference in phone usage, UoK? sends this notice.
UoK? informs the user of their behavior before offering different therapeutically options.
UoK? works by collecting your phone usage data to create a Digital Phenotype of who you are.
The Technology - Digital Phenotype
Your digital phenotype is you! Or at least all the actions and activities you use your phone for. A digital phenotype is a collection of passive (what times you’re using your phone, what apps you open) and active data (what you’re searching, who you’re talking to) that creates an understanding of who you are.