StarHub Mobile is one of the largest telcos in Singapore with 2.2 million subscribers in a country
of 5 million people. Leveraging on its reach, we partnered StarHub Mobile with the Society of
Visually Handicapped in a micro-volunteering project called Third Eye. This initiative is designed
to promote and end the social isolation experienced by the visually impaired. The Third Eye
experience can be likened to having volunteers sit with the visually impaired, spend time with
them and describe the world to them. in brief, we want to activate our 2.2 million subscribers and
bring them closer to the visually impaired.
Describe how the promotion developed from concept to implementation:
Third Eye is designed to crowdsource vision and care for the visually impaired. With Third Eye, we
connected a community of micro-volunteers to the visually impaired. Using inbuilt iOS and
Android's accessibility features, a visually impaired person can easily take a picture of anything
with a touch. The image is then shared with micro-volunteers in real-time as a query. The
volunteers can describe the image to the visually impaired, from wherever they are, making
volunteering effortless, easy and instant. The replies are then converted from text to speech for
the visually impaired.
Describe the success of the promotion with both client and consumer including some quantifiable results:
StarHub Mobile has 2.2 million mobile subscribers. If just one in every hundred subscribers were
activated to micro-volunteer 10 seconds a day to make a reply, the project would crowdsource
over 60 hours of volunteering-time every day. The current approximate ratio of micro-volunteers to visually impaired is 12: 1, replies within the first 20 seconds is 3.7 and incorrect responses is less than 0.004%.
'Project Third Eye demonstrates that together we can change lives. I believe it'll open more than
just eyes, it'll open hearts.' Michael Tan, Executive Director, Society of the Visually Handicapped
Explain why the method of promotion was most relevant to the product or service:
A telco's first and foremost promise is to connect people. Third Eye, as a CSR initiative for
StarHub Mobile, is a true celebration of that promise. The initiative exploits the omnipresence of
mobile devices in our lives and turns the medium into a truly social network. Now anyone,
anywhere, anytime can connect to a visually impaired person and help brighten their day even if
he or she only has seconds to spare. This gives existing volunteers an extra channel to help and
demonstrates to would-be volunteers that actually it doesn't take much to make a difference.