The digitisation of the Chinese economy has left over 140 million elderly cut off from essential services - simply because they cannot use a smart phone.
Introducing the Care Codes
To bring them back into society, we created an 'Elderly Friendly' version of the internet which allowed them to access health, banking, transport and more with a single click. And it was all unlocked by turning the symbol which used to inspire fear - the QR code - into a symbol of welcoming and hope - The Care Codes.
The campaign, created in partnership with the Shanghai Municipal Government, worked with dozens of China's biggest apps and websites to create simplified versions - which allowed even the most basic phones and users to access essential services.
The simplified versions, along with various other tools, where unlocked by scanning the Care Codes - which re-imagined the intimidating QR Code as the face of a smiling friend.
The Care Codes also became a symbol that store owners could place on their doors if their staff were willing to help and teach the elderly how to use their phones - quite literally turning it into a sign of welcoming.
The positive message and unique design style ensured the campaign was supported across all media and channels - enjoying massive engagement.
This all came together to give back dignity and freedom to a generation who had been forgotten - showing 140 million elderly that the digital world can be just as warm and welcoming as the real one, thanks to the Care Codes.
