OLD PHONES GIVE NEW LIFE

Gold Spike
TitleOLD PHONES GIVE NEW LIFE
ClientSINGTEL
Product / ServicePROJECT SILVERLINE
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Brief Explanation

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.

Credits

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
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