|Brand||GIFT OF LIFE FOUNDATION|
|Product / Service||LIFE CHARGER|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||DDB PHILIPPINES Taguig City, THE PHILIPPINES|
|Idea Creation||DDB PHILIPPINES Taguig City, THE PHILIPPINES|
|Media||DDB PHILIPPINES Taguig City, THE PHILIPPINES|
|Patrick Miciano||DDB MNL||Executive Creative Director|
|Cardy Santos||DDB MNL||Associate Creative Director|
|Fini Mara||DDB MNL||Art Director|
|Cedric Cammayo||DDB MNL||Copywriter|
|Vina Henson||DDB MNL||Managing Partner|
|Hazel Rabuco||DDB MNL||Group Account Director|
|Denise Ting||DDB MNL||Account Director|
|Hana Lauraya||DDB MNL||Account Manager|
|Sharki Librada||DDB Group Philippines||Agency Producer|
It’s easier for most Filipino people to shell out financial aid if they know that they’ll get something in return. This is the human insight that this project is hinged on. This truth about donations paved the way towards the project’s big idea, which is to reward those who donate with something that they usually run out of on a day-to-day basis. Something integral to today’s tech-driven times. Battery Life. And with that, the Life Charger was born. With the aid of basic technology, ordinary advertising light boxes were converted to mobile device charging stations that collect coin donations in exchange for a quick charge.
The Life Charger is a contraption that CHARGES MOBILE DEVICES and SAVES LIVES OF CHILDREN at the same time. Life Charger units collect coins in exchange for charging time. Coins collected are then used to fund open-heart surgeries for underprivileged Filipino children. How does it work? • Connect a mobile device to any of the five charging cables situated on the left side. • Drop a five-peso coin to start a five-minute charging sequence. • Park your device in one of the docks. • Wait five minutes for the initial charge to complete. • Drop another five-peso coin if more charging time is desired. Actual Life Charger units are currently being deployed in universities, malls and other well-populated areas around Manila.
One Life Charger unit can collect up to 40,000 Pesos (US$ 1,000) every month. That’s around 500,000 Pesos (US$ 12,000) each year. A substantial amount that’s enough to fund one open-heart surgery annually. At the moment, 12 active Life Chargers are deployed around the City. This ensures that one open-heart surgery is conducted every month. But with more Life Chargers schedules to be deployed around Manila, more mobile devices can be saved. More children can be saved
This piece of work is relevant for this category because it cements a relationship between the general public and the foundation that it serves. By directly participating, people get to understand what the foundation stands for, and what it intends to achieve. Furthermore, the primary goal of this initiative is to prompt a direct and measurable response from to people – THE ACT OF DONATING MONEY for a cause that saves lives.
In terms of demographics, the Life Charger’s primary target market would be the tech-savvy Filipino working class – Male / Female, 18-40 years of age. Behavior-wise, these people rely on their mobile devices (smartphones and tablets) for communication, entertainment and self-expression. Given the fact that they use their mobile devices aggressively, they also run out of battery life faster than the average user. Life Charger units are currently stationed in populous areas frequented by its primary target audience. Malls, university campuses, public transportation stops and pedestrian walkways.