From buying groceries and booking a train ticket to making a medical appointment and hailing a taxi, today everything is done on our mobile phones. But, for the 140 million elderly in China who don't know how to use a smartphone, the digitalization of services, accelerated by the pandemic, has left them totally isolated. To reconnect them to the digital world, Ogilvy Shanghai re-imagined the QR code - which often evokes frustration and fear amongst the senior generation - into the Care Code, a smiling symbol which the elderly can use to reach simplified versions of China's most common digital tools including Didi and Alipay, facilitating their access to essential services.
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