Write a short summary of what happens in the ambient or digital execution or campaign.

It’s a living donation box. Taiwan is facing a faster aging population society, it brings a thorny social issue, social isolation and solitariness of the elderly. 7-ELEVEN has been concerned about disadvantaged elderly for years, this time they camp up with a unique solution – turning ten most serious elderly social issues into ten specific monsters. Creating ten brand-new type outdoor media which combines with an interactive donation device. The general gesture of donating money was transformed into a “arm-wrestling” way that people need to take all of his strength to fight to the monsters. And we set different challenge levels according to the seriousness of each issue to activate people’s desire to challenge. Through this new outdoor media, we want to make donator realize there’s a power in their hands that can give donation also fight and change the social issue.

Cultural/Context information for the jury

The speed of population aging in Taiwan has reached fastest in the world. At the same time, it brings lots of social issues, like solitary elder, elderly depression and so on. Moreover, according to the survey, we found that there are only 8.8% of the youngsters who really cares about the public policy. So how to raise the youngsters willingness to action for donating, further to improve disadvantaged elderly's lives? According to statistics, 90% Taiwanese young generation is a smartphone addiction and they will spend more than 72,000 minutes a year on smartphones. They highly concerned about digital technology and new trend on the internet, but rarely pay attention to the existing social issue. So we want to attract their attention by an unique, unprecedented and interactive device, and make the youngsters be aware of the senior social issue through this device.