Title | OLD PHONES GIVE NEW LIFE |
Brand | SINGTEL |
Product / Service | PROJECT SILVERLINE |
Category | C03. Branded Utility/Tools (for Digital) |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Yvonne Yeo | Singapore Telecommunication Limited | Senior Marketing Manager |
Newton Circus | Newton Circus | Partner |
Bukkke | Bukkke | 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 |
Singapore has one of the fastest-growing aging populations globally. But many seniors don't have access to technology and are increasingly isolated. Project SilverLine was commissioned to connect seniors back to the community. Used smartphones are collected and refurbished with senior-friendly apps (e.g. daily medication reminders, picture speed dial to reach family, daily inspirational quotes and interesting facts, ambulance contact), the seniors are then taught to use the phones to reconnect with community. The project earned extensive media coverage. Social sentiment was on an all-time high on the SingTel Facebook page, and over 1,000 seniors were reconnected back to the community.