7-ELEVEN Taiwan CSR: The Force of Love

7-Eleven, a convenience store brand, turned common elderly social issues into monsters to encourage young people in Taiwan to donate to its fundraising for disadvantaged elderly people.

Campaign Summary

Taiwan, is becoming the world's most aged society.

At the same time, this most difficult social issue fails to attain the attention of the youngster to the existing problem it brings, "Social Isolation and Solitary Elderlies."

It's brutal that the awareness and the donations to elderly issues are even lower than stray animals among the 20-34 age group. As long as the subject is related to this issue, the fundraising figures drop.