Why is this work relevant for Entertainment?

We find people like to watch the cooking and cuisine programs. So we cleverly packaged the daily meal of the disadvantaged elders in the remote areas lacking food resources as an entertaining cooking TV program, and invited a popular actress become a host of the cuisine program. Just like the normal cooking TV show did, showing the recipe and ingredients, teaching the steps and presenting the completed food in the end. We utilized the form of gourmet cooking show that consumers are fond of, to appeal their attention on this issue. And it effectively raised the attention on this issue.

Background

Nearly 40% of the elders living in solitude in the eastern part of Taiwan are unable to take care of themselves. Their "food delivery service demand" has ranked top and since they live a hand-to-mouth existence, they often divide a meal into several days to eat... and that's the most reason to cause them nutrient deficiencies. And most of this problem occurs in remote areas, that means people are hard to see how these elders' dilemma with insufficient food resource. 7-ELEVEN Taiwan has been fundraising for the disadvantaged elders for years, faced with this thorny problem, they hope to arouse the public's awareness and bring them to actively donate to support the food services development for the elderly, like community-based meal services or food-delivery service to help them eat well.

Describe the creative idea

IDEA: Instant Lonely Meal A variety of recipes from the elderly living solitude in remote area are unveiled now. There are..."Gu-Lao (Solitary) Pork" which is made of leftovers and rotten pork ribs, "Sadwich" made of expired canned corn and moldy toast and also "Invisable Sushi" that you can’t see, touch, or smell it. Awful meals show up, just like in a pretty and delicious cooking program. Now you can find that there is never a perfect meal at the table for the elders who's living alone. However, with your donations and help, they will have a decent meal.

Describe the strategy

The elders who lives in solitude have been facing the problem of lack of food resources. And most of these problems occur in remote areas, that means people are hard to see how these elders' dilemma with insufficient food resource. In order to raise public's awareness of this social issue, we decided to bring the real situation of undernourished and unsatisfactory meals for these disadvantage elderly, out in front of everyone. Strategy: make people experience the daily life where they can’t eat well. A terrible meal that is hard to swallow may be unfamiliar to the public, but for elders who lives in solitude in the east of Taiwan, this is what they have everyday. We find that people like to watch the cooking and cuisine programs. So, what if people watch these solitary elderly’s unique recipe, will they be touched?

Describe the execution

In order to make the issue no longer neglected in people's mind, we tried to use the way that people are easily understand and left an impression on. The cooking tv show presents the unique "lonely recipe". Having the advantage of 7-ELEVEN's distribution all over Taiwan, we launched the film only on TV but also on the in-store screen of every 7-ELEVEN store. With a short-film format, people can easily watch the whole advertisement while they were lining up in the 7-ELEVEN store. Moreover, people can even take the action instantly to donate in the donation box right over within the 7-ELEVEN store. Placement: TVC and In-store screen of 7-ELEVEN stores around Taiwan Timeline: two weeks Scale: NTD $900,000

Describe the outcome

- Successfully raised $37,727,962 NTD and help the food-delivery service achieve more than 650,000 elderly. - Assist in completing meal delivery service and community shared meal service, so that elders living alone can eat well!