The Brief

People are aware of elderly poverty, but they think this problem should only be solved by the government. So what we did is to create a movement that every people can easily play a role to influence the society. Many people throw away the recycling papers on the street. But, the papers are often littered on the street and it causes the older people to be exposed to risk of accidents while they collect them to their cargo carts. So we created Orange Ribbon and led people to tie the recycling papers with it. This simple call-to-action ribbon plan led participants not only to be aware of the hardships that the older people are facing but also to believe that they can actually and easily help those people to change the society. Furthermore, this action boosted donation. Therefore we believe this idea is appropriate to Direct Marketing category.

Creative Execution

If you tie the recycling papers with the ribbon, it gets easier for them to carry and move. Also, recycling papers do not fall out of cargo cart while moving. At night, the ribbon reflects the light that it decreases the risk of accidents. Orange Ribbon campaign first started from the community center at Sungsu-dong in April 2015. And, we are spreading through Youtube and websites to reach more people, who are unaware of the issue, to actually experience Orange Ribbon.

Describe the creative solution to the brief/objective.

Orange Ribbon campaign is there to let unconcerned people to be aware of the elderly poverty and also to encourage them to donate. Those who are unaware of the issue could be out there causing the risk of accidents, but they could also be the key members who can actually solve this social problem. We want the people, who think helping the elderly people is a burden, to easily participate in Orange Ribbon campaign and finally be a donator.

Results

As a result of direct strategy, the donation rate is increased by 250% and the number of website visitors is increased by 300% up to now. Also, the campaign was exposed to 22,000 people in Seoul and 91.2% of them said they would like to participate to the campaign and 84% of them responded positively to donation. The phone calls flooded in inquiring about Orange Ribbon and a lot of them actually used Orange Ribbon and shared it via various SNS. Orange Ribbon became more popular with press and broadcasting media. Hence, Korea Broadcasting Advertising Corporation decided to air Orange Ribbon campaign on terrestrial and cable TV for free. Moreover, Mr.Lee Mok Hee, a member of the National Assembly, proposed a bill ‘law for the older people who collect the recycling papers’ and we are constantly putting our effort to raise the awareness and the number of donators.