• Brand Shanghai Municipal Government
  • Campaign Care Codes
  • Office Ogilvy Shanghai

From buying groceries and booking a train ticket to making a medical appointment and hailing a taxi, today we can do everything on our mobile phones. But for the 140 million elderly in China who don’t know how to use a smartphone, the digitalisation 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, facilitating their access to essential services.

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