AI TACKLING REAL AUSTRALIAN ISSUES

We found an issue most Australians can identify with.. melanoma… and put Watson to work. Melanoma kills 1 Australian every 6 hours. It is our deadliest skin cancer but, ironically, one of the easiest to treat… survival rates can top 98%. The key is identifying melanoma early.

In partnership with the Melanoma Institute and Molemap, IBM is working to help skin cancer experts detect melanoma sooner and more accurately. Currently clinicians can successfully detect melanoma at about 60% with the naked eye. That improves to 80%+ through dermoscopy. The target for IBM Watson? 91% accuracy. That’s more than 13,000 lives every year that could be directly affected.

Meet IBM's WATSON

To rally the Australian population behind “the cause that unites our nation” we launched a nationwide call to share your melanoma story on social media. By tagging your story with #outthinkmelanoma, Watson could read and incorporate your experiences and data, whether structured or unstructured, into his ongoing learning.

We followed this with an integrated media campaign including video, display, print and radio call outs, encouraging the audience to participate by donating their data via social channels or at an activation in Bondi. Here Sydney-siders we’re encouraged to engage with a brand new data collection method – the Watson Smart Mirror.

Simply by standing in front of the mirror, everyday Australians spoke to Watson as he analysed their age, gender and sunscreen coverage. Where their risk profile warranted, they were referred to an on-site skin specialist who conducted a visual analysis and took high resolution images of any concerning moles for further analysis by a specialist dermatologist.

PROFESSIONAL RECOGNITION

IBM Outthink Melanoma

AI TACKLING REAL AUSTRALIAN ISSUES

Meet IBM's WATSON

PROFESSIONAL RECOGNITION