Creative Execution

The audition required the children to act the situations suffered by the children around the world. Camera focused on the embarrassed faces of the children and parents. After audition, existing video of famine and audition scenes were mixed before the result announcement. The video contrasted the situations of famine and the action of children to say that all of the children are our children as well, and that we should stop their pain. Kim explained the purpose of campaign and the “fake” audition after watching the video, and participants wanted to be together with World Vision with emotional engagement.

The “Make it Stop” campaign is to be executed from July 18th to the end of August, and the viral video has been gaining remarkable responses until now. Total record (*Record by deadline day since post-live) Video play: 435,099 times Likes: 71,812 Shares: 23,837 Comments: 7,586 Participation rate has increased by 900% and reach by 400% after posting the video on the Facebook of World Vision.

Although most of people know well about famine around the world, it is hard to notice any donations due to low interests. Focused on the fact that parents in Korea deeply love and care their children to contrast the situations of their children and other children who are suffering from famine and make them aware that all of those children are also “our children” and suggest them how to stop the suffering. Utilized Boseong Kim, a well-known actor who is famous for his own in-word “Fidelity”, to deliver a message that a true fidelity is to share. Utilized a concept of audition to cast some child actors for a movie titled “Children of Fidelity”. Proceeded without pre-notice on the actual purpose to maximize surprising and touching emotions.