Creative Execution

1. Easy to use — make video calls fast and easy. 2. One step to record— records and saves the video and enables playback anytime. 3. Upload pictures and share with your family———browse previous photos anytime by uploading them to "timeline". 4. Timing video — send videos on particular occasions for greetings and regards

1 "Our family "App makes communication between “Empty Nest” elderly and their children easy and convenient. It also gained widespread attention on the issue of elder people's mental health. 2 The App has been downloaded up to 6000 times and forwarded 180,000 times a week. 3 Yili Shuhua Milk for Elderly also improved its brand image by this campaign.

With the development of society and evolution of family structure, China has more than 230 million elder people as “Empty Nesters” (those whose children are out working in big cities and rarely come back and visit). According to the survey, we found out that the general condition of Empty Nesters’ mental health does not seem to be optimistic. Although they are able to keep contact with their children, a series of psychological problems like loneliness, insecurity and emptiness can lead to a growing number of people suffering from depression. Yili Shuhua Milk for Elderly, not only focuses on the target audiences’ physical health, but also cares about their psychological needs———How to strengthen communication between the elderly and their children for the regain of family warmth? Hence the idea: "Our family" App—Make family connection easy and convenient.