LIFE CHARGER

TitleLIFE CHARGER
ClientGIFT OF LIFE FOUNDATION
Product/ServiceLIFE CHARGER
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantDDB PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation DDB PHILIPPINES Taguig City, THE PHILIPPINES
Media DDB PHILIPPINES Taguig City, THE PHILIPPINES

The Campaign

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.

Creative Execution

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 allows people to directly take part in the advocacy of the Gift of Life Foundation, which is to save the lives of children. Direct participation by members of the general public makes them directly involved in the act of saving lives. With this piece of work, the role of the public is elevated from “passive donors” to “active enablers.” Saving lives of children is something that’s experience first-hand by engaging this piece of technology.

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.

Credits

Name Company Position
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