We came up with the 'Dreams Never Get Old' campaign. The idea was to utilize 'dreams' as a platform to make perceptional change, because dreams are defined as future desires and have never been associated with elders before, making it new to the public. So we motivated 462 elders around 75-years-old or above who wanted to fulfil their dreams. We successfully made all 462 dreams come true over a period of 270 days countrywide.

Our post campaign survey indicated that 91% of our respondents had successfully changed their negative beliefs. The total charity donations increased by 24% compared with the previous year from US$192,825 to US$238,846. The most notable accomplishment of this campaign was the invitation by Taiwan’s President to the welfare foundation’s CEO to discuss current senior citizen social welfare issues. In addition, we generated earned media worth over US$3.5 million with an accumulated reach of 40,716,900 and even attracted an American reporter and director for the Discovery Channel, Peter Starr, who arrived to witness the elders chase their dreams by being grand riders.