OLD PHONES GIVE NEW LIFE

TitleOLD PHONES GIVE NEW LIFE
ClientSINGTEL
Product / ServicePROJECT SILVERLINE
CategoryA08. Broadcast Design and Graphics & Digital Design
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Brief Explanation

From research, we recognise that Singapore is one of the most rapidly aging countries in Asia. Currently, 8% of the population is above the age of 60 with this figure projected to increase to 19% by 2030. With more senior citizens now than ever, depression and loneliness are increasingly prevalent. To connect seniors to the community, used smartphones are collected and refurbished with senior-friendly apps which help to enhance their social, emotional and physical needs. These apps let them feel inspired, connect with their care givers and loved ones, take care of their health and discover new experiences every day.

The Brief

Singapore has one of the fastest growing aging populations in the world, but as the country develops, many seniors don't have access to technology and are losing touch with the world. They grow increasingly isolated and estranged from the society – which contribute to health problems. Project SilverLine was commissioned to help connect the seniors back to the community.

How the final design was conceived

To help connect seniors back to the community, used smartphones are collected and refurbished with senior-friendly apps. Seniors are then taught to use the phones so they can reconnect with family, friends and the community. The 5 apps pre-installed on the phones let the seniors: • Read daily quotes and interesting facts keep their minds active. • Get daily reminders to take their daily medication. • Capture moments with the camera function and share experiences with friends. • Connect with family and friends using a picture speed dial • Call for an ambulance easily in the event of an emergency

Indication of how successful the outcome was in the market

The project was well received by the community, earning itself extensive free coverage over 30 nationwide publications across print, broadcast, radio and online media. An international rollout plan the project is also underway. Social sentiment was on an all-time high on the SingTel Facebook page, and most importantly, over 1,000 seniors from the Lion Befrienders and Willing Hearts senior community groups were reconnected back to the community through refurnished phones.

Credits

Name Company Position
Newton Circus Newton Circus Partner
buUuk Production Company
Youren Chen Ogilvy/Mather Singapore Project Manager
Estrella Chua Ogilvy/Mather Singapore Project Team Lead
Mihaela Iancu Ogilvy/Mather Singapore Senior Web Developer
Andrea Conyard Ogilvy/Mather Singapore Business Director
Cheryl Lim Ogilvy/Mather Singapore Account Executive
Jacinta Francis Ogilvy/Mather Singapore Account Manager
Khairil Misnal Ogilvy/Mather Singapore Copywriter
Macson Tan Ogilvy/Mather Singapore Digital Designer
Eva Xu Ogilvy/Mather Singapore Art Director
Yeo Yen Yen Ogilvy/Mather Singapore Head Of Art
Frederik Englund Ogilvy/Mather Singapore Creative Director
Melvyn Lim Ogilvy/Mather Singapore Executive Creative Director
Steve Back Ogilvy/Mather Singapore Chief Creative Officer