Problem: Awareness of the social problem of elderly living alone It has been estimated that the number

of elderly persons living alone has doubled over the past ten years to be about 1,380,000

Challenge: Is there a way to quickly detect when an elderly person living alone is in an emergency

situation?

Insight: examine the lifestyle of senior cizitens living alone:

(A) The majority of elderly living alone have a TV set,

(B) The first thing they do when they get up in the morning is turn on their TV.

->TV is an important component of the lives of the elderly, which KT thought could be made into

something useful.

Solution: Capitalizing on the IPTV services we provide, we applied seamless technologies that can be used immediately, and based on this we have developed a new service, in which the simple act of turning on a TV automatically sends a text message to a mobile phone to signal the wellbeing of a person.

In order to raise public awareness on the social problem of elderly living alone, and spur their understanding and appreciation of KT’s IPTV as not only a mere IPTV brand but also a brand that solves social problems, we have sought media coverage by newspapers and broadcasting companies, distributed contents on our own SNS channels, websites and YouTube, and implemented SNS target advertising to get our message across effectively.

(1) Target participants of the campaign:

Changes in social workers’ behavior:

o 300% increase in the number of text messages

o 400% increase in the number of calls

o 125% increase in the number of visits

Changes in the mental health of elderly living alone:

o 12% decline in anxiety index level

o 30% decline in loneliness index level

(2) Mass target:

o Covered by 45 media outlets including both TV and newspaper

o postings on Facebook, YouTube and corporate website

o Awareness on the condition of elderly living alone :20%->100%

o Willingness to participate in volunteer work : 30%->90%

o Brand preference has increased after 100% of consumers watch the video