PR > PR: Digital & Social
CHEIL OPENTIDE, Beijing / YILI SATINE / 2014
Overview
Credits
CampaignDescription
In the ancient Confucian philosophy, filial piety is the key virtue in Chinese culture binding traditional Chinese society into a primary unit through the importance of family relations.
China today is one the fastest aging populations in the world. Empty-nesters account for over a billion of the country’s elderly population. A societal directive was implemented by the P.R.C government on 1st July, 2013, emphasizing the care for empty-nesters as part of civic duty.
ClientBriefOrObjective
On one side lands busy City-dwellers working far away from home, while empty-nesters stay alone on the other—what can be done to alleviate this societal problem?
Effectiveness
The promotion of “Affection Lock” not only enhances frequent long distance parent-child communication,but also encourages increased public attention on caring for the country’s soaring population of empty-nesters.
Execution
Lock screen + Daily Phone Call to Parents at home = “Affection Lock”
Cell phone would be locked by the “Affection Lock” if no call is made to your parents within a pre-set time period;
Dialing to your parents as the only way to restore your mobile to normal condition;
Online: Wide spread of “Affection Lock”viral video, with enormous share on social platforms.
Offline: “Affection Lock” red pocket would be launched during Chinese New Year, with convenient download of “Affection Lock” via QR code.
Relevancy
On one side lands busy City-dwellers working far away from home, while empty-nesters stay alone on the other—what can be done to alleviate this societal problem?
Strategy
Lock screen + Daily Phone Call to Parents at home = “Affection Lock”
Cell phone would be locked by the “Affection Lock” if no call is made to your parents within a pre-set time period;
Dialing to your parents as the only way to restore your mobile to normal condition;
Online: Wide spread of “Affection Lock”viral video, with enormous share on social platforms.
Offline: “Affection Lock” red pocket would be launched during Chinese New Year, with convenient download of “Affection Lock” via QR code.
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