Singtel: OLD PHONES GIVE NEW LIFE

Credits & Description:

Type of entry: Mobile Applications
URL: http://www.our-work.info/silverline/
Category: Services
Advertiser: SINGTEL
Product/Service: PROJECT SILVERLINE, A CORPORATE SOCIAL RESPONSIBILITY INITIATIVE
Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Partner: Newton Circus (Newton Circus)
Production Company: Bukkke (Bukkke)
Project Manger: Youren Chen (Ogilvy & Mather Singapore)
Project Team Lead: Estrella Chua (Ogilvy & Mather Singapore)
Senior Web Developer: Mihaela Iancu (Ogilvy & Mather Singapore)
Business Director: Andrea Conyard (Ogilvy & Mather Singapore)
Account Executive: Cheryl Lim (Ogilvy & Mather Singapore)
Account Manager: Jacinta Francis (Ogilvy & Mather Singapore)
Digital Designer: Macson Tan (Ogilvy & Mather Singapore)
Copywriter: Khairil Misnal (Ogilvy & Mather Singapore)
Art Director: Eva Xu (Ogilvy & Mather Singapore)
Head Of Art: Yeo Yen Yen (Ogilvy & Mather Singapore)
Creative Director: Fredrik Englund (Ogilvy & Mather Singapore)
Executive Creative Director: Melvyn Lim (Ogilvy & Mather Singapore)
Brief Explanation
THE BRIEF:
Singapore has one of the fastest growing aging populations in the world, but as the country develops, many seniors don't have access to technology and are losing touch with the world. They grow increasingly isolated and estranged from the society - which contribute to health problems. Project SilverLine was commissioned to help connect the seniors back to the community.
THE INSIGHT:
From research, we recognised that Singapore is one of the most rapidly aging countries in Asia. Currently, 8% of the population is above the age of 60 with this figure projected to increase to 19% by 2030. But whilst there are more senior citizens now than ever, increasingly depression and loneliness are prevalent. In fact, social isolation has been described as 'the hidden killer', causing serious health problems.
The IDEA:
To help connect seniors back to the community, used smartphones are collected and refurbished with senior-friendly apps. Seniors are then taught to use the phones so they can reconnect with family, friends and the community.
The 5 Silverline apps developed help to enhance the social, emotional and physical needs of Singapore's rapidly growing elderly population. These apps enable users to feel inspired, connect with their care givers and loved ones, take care of their health and discover new experiences every day.
The 5 Silverline apps are pre-installed on the phones and let the seniors do the following:
• Read daily quotes and interesting facts keep their minds active.
• Get daily reminders to take their daily medication.
• Capture moments with the camera function and share experiences with friends.
• Connect with family and friends using a picture speed dial
• Call for an ambulance easily in the event of an emergency
THE RESULTS:
The project was well received by the community, earning itself extensive free coverage over 30 nationwide publications across print, broadcast, radio and online media. An international rollout plan the project is also underway. Social sentiment was on an all-time high on the SingTel Facebook page, and most importantly, over 1,000 seniors from the Lion Befrienders and Willing Hearts senior community groups were reconnected back to the community through refurnished phones.