| Title | OLD PHONES GIVE NEW LIFE |
| Brand | SINGTEL |
| Product / Service | PROJECT SILVERLINE |
| Category | B05. Public Service, Charity & Fund Raising |
| 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 |
| 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 |
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.
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.
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
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.