The Brief

KOREA REDCROSS decides to carry out a new type of campaign to arouse interest from many people and encourage them to give a hand to children suffering from pediatric cancer including Chan Hee who, at 7 years old, suffers from special cancer which is called a muscle cancer in chin.

Creative Execution

In addition, we decide to pick one excellent idea and put it into action. “DIRTY SHOES” "DIRTY SHOES" is an idea in which something Chan Hee really wants is to play outside with his friends. "DIRTY SHOES" have been installed in stores during the Christmas season through co-marketing with ABC MART where many parents go to buy shoes for their children, “Dirty Shoes” are put on display in between clean shoes, which arouse interests from parents visiting store. Since mobile donation coupon can be downloaded upon scanning QRCODE, the amount of the coupon can be donated for Chan Hee.

Describe the creative solution to the brief/objective.

We have thought about the donation which more people can easily take part in rather than donating money or time only. Thus, our solution is “IDEA DONATION CAMPAIGN”. Anybody can easily donate ideas through homepage and Facebook, and we set to accumulate 10,000 won per one idea so that a number of people give many sparkling ideas for Chan Hee.

Results

A total of 500 ideas were donated through the “IDEA DONATION CAMPAIGN” and 60 million won was donated during the period of “DIRTY SHOES” campaign so that the total amount of donation is 65,780,000 won. In addition, viral marketing of “IDEA DONATION CAMPAIGN” and “DIRTY SHOES” was made on SNS as well as major media and online news sites in Korea such as Hankyoreh, Hankook Ilbo, OSEN, Chosun Ilbo and Financial News. It was the opportunity in which more people got interested in pediatric cancer and their helping hands of donation for children are still continued.