SUMMARY
The aging population caused lots of social issues and it has been jeopardizing the disadvantaged elderly in Taiwan.
7-ELEVEN has long been concerned about the disadvantaged elders and want to call out to the young generation to donate positively, improve the quality of disadvantaged elderly’s life.
In order to put 7-ELEVEN's ideal into practice, the creative team comes up with an idea, “Senior social issues are like monsters, we call out to all youngsters to go full hands on to beat them down!”. And created the world's first “The Force of Love” donation box. Incarnating 10 most serious social issues of the elderly as 10 monsters and combined with the unique shaped donation box.
Ordinary donation suddenly became extraordinary. Instead of putting coins in the donation box, people need to use both of their arms to wrestle with the monsters. Thus, people are not simply donating their money, but at the same time, they are positively defeating the social issues. This certainly attracted young generation to challenge, greatly increasing the frequency of donations and also inspired the young generation to pay more attention to the social issues of the elderly. They have also highly recognized the determination of 7-ELEVEN to actively improve the issue of lonely society.
