Project Silverline

From research, OgilvyOne recognised that Singapore is one of the most rapidly aging countries in Asia. Currently, 8% of the population is above the age of 60 with this figure projected to increase to 19% by 2030. But whilst there are more senior citizens now than ever, increasingly depression and loneliness are prevalent. In fact, social isolation has been described as ‘the hidden killer’, causing serious health problems. Project Silverline is a CSR initiative by Singapore’s largest telco, where used iPhones can now enrich the lives of the seniors and connect them back to the community. Because the apps were created specifically with the elderly in mind, it was important that we involved them in the development process. We conducted a pilot test with senior citizens from Lions Befrienders and Willing Hearts to see how effective the Silverline apps actually proved. Five Silverline apps were developed to enhance the social, emotional and physical needs of Singapore’s rapidly growing elderly population. These apps enable users to feel inspired, connect with their care givers and loved ones, take care of their health and discover new experiences every day. See more to the ongoing project and its results here.


Over 1,000 seniors from senior community groups were reconnected back to the community through refurbished phones and the project is still ongoing helping more citizens every day.

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