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Project Silverline

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the rundown

Our research showed that Singapore is one of the most rapidly aging countries in Asia. 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. And so Project Silverline was born. Developed to enrich and improve the lives of senior citizens in Singapore through the use of smartphone technology, it calls for the donation of used iPhones that are then refurbished with specially designed senior-friendly apps.

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The Building Blocks

We developed five Silverline apps 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.
  •   Mobile
    iPhone

The Votes

The Details

Agency
Brand
SingTel
Targeted Regions
  • Asia
Marketing Objective
Launch Date
Sept. 21, 2012

The Team

  • Ogilvy Singapore ogilvy.com
  • Steve Back, Chief Creative Officer
  • Melvyn Lim, Executive Creative Director
  • Fredrik Englund, Creative Director
  • Yen Yen Yeo, Art Director
  • Khairil Misnal, Copywriter
  • Eva Xu, Art Director
  • Macson Tan, Designer
  • Andrea Conyard, Business Director
  • Jacinta Francis, Account Director
  • Cheryl Lim, Account Executive
  • Estrella Chua, Project Manager
  • Youren Chen, Project Manager
  • Emily Poon, Associate Director - PR
  • Emerald Loh, Account Executive - PR
  • Newton Circus www.newton-circus.com
  • Jason Aspes, Partner
  • Ciaran Lyons, Partner
  • Anna Soisalo, Partner
  • Charlie McCarthy, Project Director
  • Loring Harkness, Sustainability Consultant
  • SingTel

The Stats

  • 2 charity partnerships
  • 16 senior citizens used as beta testers
  • 25 team members working on this project

The Results

“Having a telco supporting this project is very apt because it will directly reduce our maintenance cost.” Goh Boo Han, Lion Befrienders ••• “The elderly are lonely people, living on their own in HDB flats. This is something for them to do and keep them occupied” Tony Tay, Willing Hearts ••• “I enjoy taking photos with the Discover app and playing games on my iPhone. The Well-Being app is also useful as it reminds me to take my medicine everyday” Madam Nellie Wee, 73 ••• “I feel like I’m part of the world again.” Madam Jenny Tan, 88

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