FROM GIVING TO GIFTING
CHALLENGE
The poverty-striken elderly population in South Korea felt ashamed to receive help and donations. Often, they rather take on odd jobs than to ask for help. The challenge of this project was to encourage these elderly to accept help with no shame.
CONCEPT: LONGEVITY FACES
To make the elderly accept the donations with no embarrassment, the donated items were packaged as gifts, wishing them happiness, good health and a long life.
TARGET AUDIENCE
THE ELDERLY POPULATION IN SOUTH KOREA FElt UNDESERVING OF HELP.
Nearly half the elderly population over the age of 65 in South Korea was poor and about a quarter lived alone in isolation and depression. Many of these prideful, self-reliant elders had fallen through the gaps of government support and worked as security guards, cleaners and trash collectors. Having grown up in destitute times, many seniors thought that they had failed their children, and therefore felt undeserving of help. Sometimes, they would rather take on odd jobs than to ask for help, for fear of being a burden to their children or those around them.
DESIGN CONCEPT
FROM GIVING TO GIFTING: LONGEVITY FACES
To give them a morale boost, the donation pack of unused daily necessities was redesigned into a gift. With the longevity symbol looking like a smiling face, two smiling characters were created from it. One represented a smiling halmoni (granny), the other represented a smiling halabeoji (grandpa). These two faces of longevity were meant to bring smiles to the faces of the elderly, wishing them happiness, good health and a long life.
Longevity Symbol
Long live Halmoni (grandma)!
Faces of Longevity
Long live Halabeojii (grandpa)!
