| Title | MYSMARTEYE |
| Brand | STARHUB MOBILE |
| Product / Service | MOBILE BRANDING |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Sean Lee | Ddb Group Singapore | Mobile Engineer |
| See Yishu | Ddb Group Singapore | Mobile Engineer |
| Neo Chun Guan | Ddb Group Singapore | Digital Catalyst/Ux Planner |
| Rosslyn Chay | Ddb Group Singapore | Head Of Customer Experience Strategy |
| Lins Khoo | Ddb Group Singapore | Senior Account Executive |
| Vivien Foo | Ddb Group Singapore | Account Director |
| Rowena Bhagchandani | Ddb Group Singapore | Managing Director |
| Joey Yu | Ddb Group Singapore | Senior Project Executive |
| Leslie Goh | Ddb Group Singapore | Associate Project Director |
| Mario Dinata | Ddb Group Singapore | Mobile Application Engineer |
| Derrick Teo | Ddb Group Singapore | Senior Content Engineer |
| Yeo Wee Lee | Ddb Group Singapore | Head Of Technology |
| Lester Lee | Ddb Group Singapore | Associate Creative Director/Copywriter |
| Khalid Osman | Ddb Group Singapore | Creative Director/Art Director |
| Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
| Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
StarHub Mobile is one of the largest telcos in Singapore with 2.2 million subscribers in a country of 5 million people. Leveraging on its reach, we partnered StarHub Mobile with the Society of Visually Handicapped in a micro-volunteering project called Third Eye. This initiative is designed to end the social isolation experienced by the visually impaired. The Third Eye experience can be likened to having volunteers sit with the visually impaired, spend time with them and describe the world to them.
A telco's first and foremost promise is to connect people. Third Eye, as a CSR initiative for StarHub Mobile, is a true celebration of that promise. The initiative exploits the omnipresence of mobile devices in our lives and turns the medium into a truly social network. Now anyone, anywhere, anytime can connect to a visually impaired person and help brighten their day even if he or she only has seconds to spare. This gives existing volunteers an extra channel to help and demonstrates to would-be volunteers that actually it doesn't take much to make a difference.
Third Eye is designed to crowdsource vision and care for the visually impaired. With Third Eye, we connected a community of micro-volunteers to the visually impaired. Using inbuilt iOS and Android's accessibility features, a visually impaired person can easily take a picture of anything with a touch. The image is then shared with micro-volunteers in real-time as a query. The volunteers can describe the image to the visually impaired, from wherever they are, making volunteering effortless, easy and instant. The replies are then converted from text to speech for the visually impaired.
StarHub Mobile has 2.2 million mobile subscribers. If just one in every hundred subscribers micro-volunteered 10 seconds a day to make a reply, the project would crowdsource over 60 hours of volunteering-time every day. The current approximate ratio of micro-volunteers to visually impaired is already 12: 1, replies within the first 20 seconds is 3.7 and incorrect responses is less than 0.004%. 'Project Third Eye demonstrates that together we can change lives. I believe it'll open more than just eyes, it'll open hearts.' Michael Tan, Executive Director, Society of the Visually Handicapped