About 8% of Singapore's population is over 60 and this is estimated to increase to 19% by 2030. In order to prevent this ageing population from being left behind by the digital revolution, SingTel partnered with Newton Circus and OgilvyOne to create Silverline: five user-friendly apps specifically tailored to the elderly’s needs. One app is designed to detect falls and will notify a carer via email, whilst another has large icons which when pressed will call the emergency services. The apps were installed on old iPhones and distributed to the elderly. SingTel is sponsoring the talk time and data usage for one year and encouraging people to donate old iPhones in their stores. OgilvyPR helped generate widespread media publicity for the Silverline launch. Silverline was awarded a silver in the mobile apps category at the 2012 Creative Circle Awards in Singapore and received the prestigious FWA (Favourite Website Awards) Mobile of the Day Award for cutting-edge creativity.