Brief Explanation

Recently there was public outrage in Korea when a scene caught on a daycare center’s CCTV revealed shocking child abuse. People became concerned with the issue and lawmakers are discussing the enactment of a policy requiring surveillance cameras in daycare centers. As an education company, Woongjin implemented an online campaign to contribute to the movement against child abuse. The poster was created as part of the campaign.

The Brief

Woongjin Thinkbig is one of the biggest company that not only produces children’s books but also develops diverse educational contents for children in South Korea. Based on its brand philosophy “Proper Education Makes A Great Person”, Woongjin consistently makes greater efforts to help children have better education on both morally and educationally.

How the final design was conceived

To dramatically convey the message that most child abuse takes place in blind spots and the memory of abuse is permanently engraved in the child’s memory, the poster’s shapes was designed to resemble a CCTV and posted on the location that CCTVs are likely to be installed. The posters in unlikely locations intrigued people and the image of CCTV was emphasized by inserting the REC icon and message inside the eye of the abused child.

Indication of how successful the outcome was in the market

In this creative, the much talked about CCTV is used as the central subject to attract attention and to induce consumer participation.