Results and Effectiveness

This event goes viral on Youtube, and users are sent to the Korean Unwed Mothers Support Network (KUMSN) website to increase donation. After releasing the video online in May, which is the month of Family in Korea, the campaign received extra attention especially on May 11th, which is Korea’s “Single Unwed Mothers’ Day”. Publishers such as Huffington Post Korea and influential press posted articles about the campaign, along with blogs and personal social network sites. As a result, we received an exponential amount of donations than before.

Creative Execution

You hear babies crying, as 5 baskets come out of the conveyor belt at an airport, where people who have just come back from vacation to a foreign country. Among those 5 baskets, 2 of them do not have babies in them, and in it you can see a poster saying, “Even at this moment, 2 out of 5 of our children are being sent to the country you have just come back from for adoption.” Then through a screen on the side, people see a video letting them know that one of the main reasons for overseas adoption is because single mothers cannot support themselves or their child.

Insights, Strategy and the Idea

South Korea is still number one among OECD countries to send children abroad for adoption. Among those children, 92% of them are from single mothers giving up custody of their children. We wanted to help them have the choice to not give up, by raising awareness of the situation, and raising money for them.