Shanghai Municipal Government's new campaign connects elderly with digital world

Shanghai Municipal People’s Government has partnered with Ogilvy Shanghai to modernise eldercare by leveraging creativity and digital technology in a new campaign.  

The idea of the campaign came from Ogilvy Shanghai’s introduction of the Care Codes initiative in 2021, which aimed at helping the elderly connect with the digital world.  

Also known as “Morning Shanghai”, the campaign encourages the elderly to socially connect, opening new opportunities for them to diversify their social lifestyles.  

The campaign film features elders entering the nightclub in the morning for their daytime activities, drawing attention from the young generation who realise they can celebrate the city beats together with the city’s elders.  

The "Morning Shanghai" campaign includes a WeChat mini-programme designed specifically for individuals aged 60 and above, facilitating venue booking, whilst also offering a range of food and beverage discounts, movie tickets, and cultural classes dedicated to seniors. 

The “Morning Shanghai” initiative is integrated within the "Le Ling Shen Cheng Morning Shanghai” WeChat service account, which serves as a comprehensive learning platform where seniors can acquire knowledge and digital skills through video tutorials and interactive games, building on the foundation laid by the Care Codes campaign in 2021. 

In collaboration with retail partners, the programme will distribute over 100,000 coupons to seniors, allowing them to enjoy various offers with their friends and families. Seniors can also volunteer to support "Morning Shanghai" and access nearby service support centres within their neighbourhoods. 

Furthermore, 67 retired senior editors from the CPC Shanghai Municipal Committee’s Bureau of Veteran Cadres and Shanghai Science and Technology Elderly Service Center, took part in the volunteer programme under the support of Shanghai Morning Post, becoming the first group of ambassadors and media contributors to share the "Morning Shanghai" lifestyle with the public.  

They serve as advocates, encouraging more volunteers to participate and expand the programme's offerings to better support the elderly community 

This campaign has been supported by several organisations, including the CPC Shanghai Municipal Committee’s Bureau of Veteran Cadres, Shanghai Spiritual Civilisation Construction Commission Office, Shanghai Municipal Bureau of Culture and Tourism, Shanghai Administration of Sports, Science and Technology Commission of Shanghai Municipality, Shanghai United Media Group, Shanghai Senior Citizens Foundation, Shanghai Public Service Foundation for Volunteers, and Shanghai Science and Technology Elderly Service Center.  

Wei Fei, group executive creative director of Ogilvy Shanghai, said: "We believe in the power of creativity and innovation. This campaign enriches the leisure lifestyle of the elderly and introduces them to diverse social activities through tailored efforts and digital experiences. It reflects our long-term commitment to inspire positive change in society." 

MARKETING-INTERACTIVE has reached out to Ogilvy Shanghai for more information. 

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