In China, there is a very special group within society – empty nest senior citizens.Their children have gone to live and work in cities far from home. Busy with work and other responsibilities in their new lives, they often neglect to stay in touch with those left behind. Without contact with their children, the elderly become lonely, isolated, and dejected…

Young urban men and women spend an extraordinary amount of time on their mobile phones. Our solution was to create images of lonely, isolated, elderly people. These images would appear as users browsed mobile news apps. In this way, we reminded users of the effects of failing to maintain contact. After interacting through, users were automatically connected to their phonebooks and prompted to reach out to those back in their hometowns.

In only one week, this series of public service ads attracted tens of thousands of clicks, and resulted in thousands of phone calls home. Most importantly, they generated awareness of the issue, concern toward this group, and spurred people to reach out to those loved ones with whom they may have lost touch.