Product / ServiceORANGE RIBBON
CategoryB04. Use of Social Audience in a Promotional Campaign
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA


Name Company Position
Kyoung Hwae Kim HS Ad Creative Director
Hak Soo Lim HS Ad Art Director
Ye Kyung Lee HS Ad Copy Writer
Ju Hee Kang HS Ad Assistant Art Director
Ji Young Kim HS Ad Account Executive
Chang Ho Seo HS Ad Account Executive
Yong Kyun Jung Museum contents Director
Youn Soo Kim Museum contents Executive Producer
Jun Seok Bang Museum contents Assistant Director
Katie Kim Museum contents Line Producer
Jong Kwan Kim Museum contents D.O.P
Young Hoon Jang Shakespeare and company Editor
Hyung Kyung Lee Shakespeare and company 2D Designer
Jae Seung Yoo Audio lab Sound supervisor

Brief Explanation

Orange Ribbon campaign is to help the elderly people who collect the recycling papers for a living and we encourage people to spontaneously participate into it. We believe the most effective way to create buzz about the campaign is to let people know about the social issue and understand what the older people need. The Beautiful Foundation distributed Orange Ribbon to people who live in residents and shopping area where lots of recycling papers come out. By leading people to tie the recycling papers with Orange Ribbon and to put a sticker on it, we let people to truly understand that this simple action can make change in one’s life.

The Brief

Our goal is to let people understand the situation instantly and to make them participate spontaneously. One third of the population of old people collects the recycling papers for a living in Korea. Some of them even get into an accident because the litter-strewn streets are often so dangerous. We believe the best way to help them is not a temporary policy or short-time support but a change in all of us who just litter the trash on the street that it gets the older people into risk of accidents. Tiny changes could make a big change in the society.

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

Orange Ribbon campaign, which started in a community center in Seoul, has been exposed to 22,000 people in Korea by now. 91.2% of them agreed that they would keep on participate into Orange Ribbon campaign, and 84% of them said they would consistently donate for them. Moreover, the donation rate is increased by 250% and the number of website visitors is increased by 300% up to now. There has been increasing number of tweets, hash tags, press releases and interviews about Orange Ribbon and Mr.Lee Mok Hee, a member of the National Assembly, proposed a bill ‘law for the older people who collect the recycling papers.’ We are constantly putting our effort to raise the awareness and the number of donators.

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

If you use Orange Ribbon and put an Orange Ribbon sticker on the recycling papers, the older people can easily carry and move millions of papers. The papers would not fall out of cargo cart while moving and the ribbon reflects the light that it could decrease the risk of car accidents. Orange Ribbon campaign was first started in Seoul in April 2015 and it first raised the awareness of the issue with the citizens. Then, we publicized Orange Ribbon campaign viral video on YouTube to create buzz and let more people to participate into our campaign.