Mysterious Black Spots
Taiwan Star Telecom Co., Ltd.
Taiwan Star chose Oct. 12, 2017, the World Sight Day, a meaningful day to advocate on eye health to launch a “Mysterious Black Spots” omni-channel campaign, and it brought the patient experience to feel resonated and soon draw the public attention to macular degeneration.
INTRODUCTION
Taiwan has out-ranked the rest of the world in excessive hours of smartphone daily usage. Clinical statistics confirmed that macular degeneration, an age-related ocular disease and ranked as the 3rd major cause for blindness, used to be found in elders over 60s, now strikes Taiwanese at a much younger age due to intensive blue ray exposures. If precautions cannot be adopted fast, it is projected in the next decade, 3 out of 10 Taiwanese will suffer this disease in their 40s.As a mobile carrier, Taiwan Star provides telecommunication services to enrich people’s life anytime anywhere, but unintentionally, Taiwan Star also contributes to the deterioration of macular degeneration in the process. Thus, Taiwan Star first set “Macular Degeneration Prevention” as CSR initiative in 2016. Given that the disease is too complicated to be understood, in 2017 Taiwan Star began to emphasize the symptoms of macular degeneration, which is a black spot at central vision, to alert the consequence and to induce behavior change in one’s daily life.
FRAMEWORK AND STRATEGY
Since Taiwan Star’s ultimate goal was to increase the public understanding of macular degeneration, in order to effectively communicate with the public, Taiwan Star took an innovative approach by transforming the serious health issue into an interactive campaign that horrified the audience by visualizing and exaggerating MD symptoms of “the black spots in central vision”. Thus, Taiwan Star chose Oct. 12, 2017, the World Sight Day, a meaningful day to advocate on eye health to launch a “Mysterious Black Spots” omni-channel campaign, and it brought the patient experience to feel resonated and soon draw the public attention to macular degeneration.ACHIEVEMENT AND IMPACT
In 2017, Taiwan Star’s CSR campaign had driven transformative social impact over online platforms, government, schools, and health-care centers. As a result, the campaign had accumulated roughly 1.1B+ popular reach and reached 79% of nationwide aided awareness whereas Taiwan Star’s CSR awareness had also doubled from 6% to 11% in just 6 months. Even Legislators Hsiu-Hsias, Chou Chen and Pao-Ching, Cheng had to push macular degeneration to be made a compulsory part of labor health check.Honors and recognitions are as follows:
Won the most popular CSR campaign in Health Care Category from “Daily View”, an authoritative Taiwan-based social media analytics platform 2 years in a row. Won the most popular slogan of 2017 from Brain Magazine, a leading marketing and advertising media in Taiwan. “My 3/4 Life with Black Spots” video clip ranked No.10 for Asia-Pacific YouTube Ads Leaderboard 2017 October.
FUTURE DIRECTION
The primary mission for Taiwan Star’s CSR campaign is to remind people to avoid 4 wrongful behaviors, and to take a 5-minute break to relax and roll one’s eyes for every 30 minutes of smartphone usage. In addition, it is advised to conduct annual ocular inspection as a norm. Our continuous endeavor resides in Macular Degeneration prevention to lower the risk of occurrence in younger age groups.As we know public health issues are always a long-term commitment that needs constant propaganda. Taiwan Star is devoted to advocate the issue and induce engagement via ROLL YOUR EYES campaign throughout the coming years.
Taiwan Star is one of the leading mobile carriers in Taiwan. We deliver 3G and 4G telecommunication products and services with the best cost over performance price plans and distinctive professionalism to excel customer experience.
