Summary

Due to the high popularity of unlimited data plan, Taiwan ranked World No. 1 of spending LONGEST TIME using Internet on mobile devices every day. It caused large number of “Macular Degeneration” (MD, also call “Eye Cancer”) patient to appear. Even though medical professions in Taiwan has warned that one out of three Taiwanese may be suffering from MD after a decade, but no one notice. And according to the survey, almost 90% of Taiwanese don’t understand MD. Even 70% of them have never heard of MD. T-Star, Taiwan’s smallest mobile carrier, was supposed to encourage the public to use cellphones more to promote business, instead, decided to stand out and launch BLACK SPOT campaign in golden time when people can still prevent the disease. After the campaign launched, more than 1/5 of Taiwanese viewed the film. The word “MD” reached the highest searching frequency. Not only had News media reported about the campaign spontaneously, TV programs also started to have discussion about relating issues. At last, it urged legislators in Taiwan to promote legislation. More important is that, It really made Taiwanese changed cellphone using behavior spontaneously. This is the very first enterprise in Taiwan voicing for the issue (probably the pioneer in all mobile carriers worldwide). High contradictory and relevance between the issue and the brand made the campaign the most influential and recognizable CSR in Taiwan in recent years.