DREAMS NEVER GET OLD

TitleDREAMS NEVER GET OLD
ClientHONDAO SENIOR CITZEN'S WELFARE FOUNDATION / JT TOBACCO INTERNATIONAL TAIWAN
Product / ServiceCHARITY DONATION
EntrantINSPIRE ADVERTISING Taipei, CHINESE TAIPEI
Entrant Company INSPIRE ADVERTISING Taipei, CHINESE TAIPEI
Advertising Agency INSPIRE ADVERTISING Taipei, CHINESE TAIPEI

The Campaign

“Dreams Never Get Old” campaign is just one of elderly campaigns in Taiwan to raise money for elderly care. Most of elderly charity foundations raise donations by addressing elder’s physical need in sorrowful tone and manner to intrigue donors’ sympathy and take action. What makes “Dreams Never Get Old” campaign special is that it’s the first elderly campaign convinced donations by emphasizing elder’s spiritual need in delighted tone and manner. The most notable accomplishment of this campaign was that we successful aroused oversea media attention and intrigued American riders came over to join the ride in honoring Taiwan grandriders besides achieving pre-set objective.

Success of the Campaign

Our post campaign survey indicated that 94% of our respondents had successfully changed their negative beliefs. The total charity donations increased by 58% compared with the previous year. The most notable accomplishment of this campaign was that we aroused oversea media attention and intrigued American riders came over to join the ride in honoring Taiwan grandriders. We generated earned media worth over US$4,126,021 million with accumulated reach of 15,124,500. “Dreams Never Get Old” campaign is just one of elderly campaigns in Taiwan to raise money for elderly care. Most of elderly charity foundations raise donations by addressing elder’s physical need in sorrowful tone and manner to intrigue donors’ sympathy and take action. What makes “Dreams Never Get Old” campaign special is that it’s the first elderly campaign convinced donations by emphasizing elder’s spiritual need in delighted tone and manner. We successfully changed how people feel about elders and encourage the public to embrace elders around them instead of avoiding them by showing how happy elders could be.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Three phases that were implemented for campaign success include: Phase I: Warm-up stage to arouse the media’s attention - Released research results of elder’s dreams and had the media gather to kick-off the campaign Phase II: Sustaining stage to generate WOM effect - Provoked talk by creating press angles from each event and had bursting PR efforts - Minimized generational gaps by volunteer’s involvement in events and merchandising tools Phase III: Summary stage to achieve public interest and government attention - Released yearly results by press conferences with press angles of the first elderly documentary exhibition in the city to generate public interest -Leveraged campaign influence by public’s involvement to reflect the importance of elder’s issue and further get responses from government

Credits

Name Company Position
Inspire Activation Co./Ltd. Inspire Activation Co./Ltd. Inspire Activation Co./Ltd.
Jessica Chan Jti Taiwan Corporate Affairs Director
Jessie Li Jti Taiwan Communications Officer
Natalie Lee Jti Taiwan Communications Officer
Ivy Hsu Jti Taiwan Communications Officer
Eryan Wu Hondao Senior Citizen’s Welfare Foundation Communications Specialist
Ros Lee Hondao Senior Citizen’s Welfare Foundation Executive Secretary
Tiffany Lee Jti Taiwan Communications Director
Doris Lin Hondao Senior Citizen’s Welfare Foundation Ceo