Background

In China, everything in life has become digital, from grocery shopping, taxi hailing to making medical appointments, almost everything in our lives today is just one tap away from our phones, and QR codes are one of the most important digital portals. However, for over 140 million elderly Chinese who cannot use smartphones. Especially during the Covid pandemics, the fully digitalized services has left the elderly more isolated than ever. We want to create a more elderly friendly digital platform, and raise the awareness of helping the elderly to use smartphones, bridging the digital gap.

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 smiley faces 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 strategy

Our target audience are the 140 million elderly Chinese in China who can not use smartphones, and young volunteers who are willing to assist the elderly with smartphone using. We chose the most iconic visual in digital life as our way in — the QR codes. For the elderly, the traditional black and white QR code make them feel alienated and resistant, so we reinvented the QR codes, creating a new visual which represents understanding and care for the elderly — “the Care Codes”, a new visual with elderly’s smiley face on it. By scanning the “Care Codes", the elderly can access an integrated platform where they can use simplified versions of daily essential apps, and learn how to use smartphones. The visual of “Care Codes” in offline stores also means the staff here can assist the elderly with their smartphones.

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.

List the results

The Care Codes raised awareness and inspired a nation to come together and support the elderly. This campaign has been covered by numerous media, such as the Xinhua News Agency, the Wenhui Paper, the Morning News, the Xinmin Evening News, Kankan News and Shangguan News. People even uploaded thousands of mini tutorials to show all the other ways the elderly can use the Care Codes to make life easier. “Care Codes” has over 9.31 million views on Douyin (the Chinese TikTok) topic page. The WeChat official account of G Life Shanghai has reached a follower growth rate of 83.4%. The Bestone IPTV started a new column especially for “the Care Codes”. The Shanghai Veteran Cadres Bureau spontaneously organized the production and distribution of the “Care Codes” - related materials