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)!

DESIGN OUTCOME

SMILING FACES

Our longevity faces had brought smiles to the faces of our recipients. Not only did these elderly not feel embarrassed accepting donated necessities, they were grinning from ear to ear, just like the smiling longevity faces!

2020 ALL RIGHTS RESERVED   |   

THE STRANGELY OBJECTIVE MART BY PAIGE LEE