The Brief

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.

Describe how the promotion developed from concept to implementation

To make the source of vial, we prepared a shocking guerilla event. You hear babies crying, as 5 baskets come out of the conveyor belt at an airport. Among those 5 baskets, 2 of them are empty, and in it you can see a poster saying, “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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The airport is a place for vacation and free life normally, but sometimes it becomes a symbol of farewell. Especially in this situation, it is a symbol of adoption. We thought duality of the airport could strenthen to arise people's attention and emphasize tragedy of adoption. Finally, our expectation became a reality. This event goes viral on Youtube. This gueriila event in the airport spreads to the more and more people. This real live event and people's reaction at that time become a powerful source of viral. We expect that the viral will arouse attention of crowd.