Describe the creative idea

We created a more elderly friendly digital world, unlocked by turning QR codes into Care Codes, a new visual symbol that putting elderly’s pictures in a QR code, turning a code that once symbolized fear into a sign of understanding and care. The Care Codes are scannable signs that can take people to a more elder-friendly platform, where they can use simplified versions of China’s most essential digital tools, including Didi and Alipay — the Uber and Amazon of China. These tools were designed and tested specifically for the elderly, creating safe and easy spaces to explore and connect with services. The Care Codes can also be used as signposts at real world stores to advertise that their staff are happy to help and assist the elderly with digital bookings, payments and transactions.

Describe the execution

First, we reinvented the QR code, creating “the Care Codes” visual, making it into scannable signs that take people to an integrated platform, where the elderly can access simplified versions of China’s most essential digital tools, and watch different smartphone tutorial videos. We launched this campaign on Oct 11, 2021 via Oriental Pearl mobile TV, covering all Shanghai Public transportation till Nov 7. This also includes print ad display on platforms of Shanghai Metro Xujiahui Station, People’s Square Station, Nanjing Road East Station, reaching out to millions of Shanghai commuters. Meanwhile, our visual and message were displayed on Shanghai Global Harbor LED screen and its Twin Towers through Oct 12- Oct 15. And we set up offline outlets at convenient stores, China Unicom, Shanghai Bank, etc. An offline installation was also set up at the Xujiahui Metro City to encourage people to donate tutorial videos for the elderly.