Why is this work relevant for Brand Experience & Activation?

In Taiwan, neglected seniors issues are not getting enough attention. Also, fundraising projects are competitive among hundreds of charities. We modified the neglected seniors’ homes into “Lonesome Hotel.” Launched integrated promotions, exhibitions and actual accommodation service for people to experience the daily struggles of neglected seniors, hoping to raise public awareness and encourage donations.

Background

Hondao Senior Citizen’s Welfare Foundation has been helping neglected seniors for 12 years. However, it’s facing challenges such as public indifference to the issues and the competition among hundreds of charity fundraising projects. Furthermore, due to the pandemic, the donations were estimated to decline by 50%. Now the question is how can we raise the public attention and encourage people to donate with zero budget?

Describe the creative idea (20% of vote)

During the peak tourist season in Taiwan, we modified the neglected seniors’ homes into “Lonesome Hotel”— A hotel you couldn’t stand even for a night. With integrated opening campaign, “Lonesome Hotel” is open to the public to make reservations and to experience firsthand the daily struggles of neglected seniors.

Describe the strategy (20% of vote)

We aim to raise the awareness of neglected seniors and to encourage donations, while facing many challenges such as public indifference and the competition among hundreds of charity fundraising projects. Because of the lack of understanding, it is difficult for people to empathize with neglected seniors. So why not let them experience it firsthand? The end of the year to the Lunar New Year is the peak travel season for Taiwanese. However, due to the pandemic, people turn to domestic tourism to enjoy staycation in different hotels. So we decided to modify those neglected seniors’ homes into “Lonesome Hotel.” It is opened to the public to experience the daily lives of neglected seniors. With the firsthand experience, people will get a better idea of the struggles of neglected seniors.

Describe the execution (30% of vote)

We modified the neglected seniors’ homes into “Lonesome Hotel” and turned their daily struggles into special services, such as bathing water that can only heated by sun, 2 tissue paper per day, reheated meals, non-working TV. No phone, no visitors, no going out, no contact allowed to make sure that the guests are isolated for whole day. Every service comes from the true stories of those neglected seniors. The guests will learn more stories through QRcode in the room. The hotel officially opened with videos, posters, outdoor ads, website etc. We even attended the Taiwan International Travel Fair. The famous celebrity, Ella Chen, also volunteered to be hotel’s butler. “Lonesome Hotel” was also listed on the hotel booking platform. When a customer made reservation, the payment became donations.

List the results (30% of vote)

−Attracted hundreds of people to experience “Lonesome Hotel”. −Earned 200+ news stories in 3 months. Got a 16 min in depth report on Public Television Service news. Even the Vice President of Taiwan attended the event in person. –Fundraising websites page views tripled and donation clicks increased by 570%, compared to last year. − Donation amount increased by 124% to more than NT$39 million in total. −Provide 12,937 vulnerable elderlies with personal support, food, living environment maintenance and basic health care.