Introducing the Care Codes
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.
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.