The Problem
In Singapore, over 41,000 elderly citizens live alone.
The Red Cross’ team of volunteers visits them when they can — but with limited time and growing demand, too many seniors go without regular human contact or care.
The Red Cross’ team of volunteers visits them when they can — but with limited time and growing demand, too many seniors go without regular human contact or care.
The question wasn’t just logistical:
How do you monitor emotional and physical well-being when the system is already overstretched?
How do you monitor emotional and physical well-being when the system is already overstretched?
The Insight
Loneliness can be invisible. But it leaves clues.
A missed message. A flat tone. A skipped medication.
And while technology couldn’t replace human care, it could amplify it — spotting the signs and sending help where it’s needed most.
A missed message. A flat tone. A skipped medication.
And while technology couldn’t replace human care, it could amplify it — spotting the signs and sending help where it’s needed most.
The Story We Told
Meet Ella — short for EldarAid.
A Facebook Messenger chatbot with a heart.
A Facebook Messenger chatbot with a heart.
Ella became the Red Cross’ newest volunteer — digital, tireless, and full of empathy.
She chats with seniors daily to check their mood, remind them to take their medication, and share uplifting articles to spark conversation.
If someone fails to reply or reports feeling unwell, Ella alerts real-life volunteers, who can intervene directly.
If someone fails to reply or reports feeling unwell, Ella alerts real-life volunteers, who can intervene directly.
Even more powerfully, when chatting with non-beneficiaries, Ella also recruits new volunteers — growing the network of care with every interaction.
The Outcome
Ella closed a crucial gap — scaling warmth in a system stretched thin.
She helped identify seniors at risk, reassured families, and gave the Red Cross a proactive tool to prioritize where help is most urgently needed.
She helped identify seniors at risk, reassured families, and gave the Red Cross a proactive tool to prioritize where help is most urgently needed.
A campaign that showed how tech doesn’t have to be cold — it just needs to care at scale.
Client: Red Cross Singapore
Agency: MullenLowe
Executive Creative Director: Erick Rosa
Art Directors: Fabio Santos / Martin Coppola / Andrew Ho
Copywriter: Jon Ng
Agency Producer: Fuzzy Abideen
Group Account Manager: Gonzalo Olivera
Account Manager: Ee Von Ong
Facebook
Creative Strategist: Rafael Guida
KRDS
Project Manager: Joseph Paul
Account Manager: Thomas Bertossi
Developer: Anand E
QA: Shivaguru R
Tech Lead: Prashant IP