PINK LIGHT CAMPAIGN

TitlePINK LIGHT CAMPAIGN
BrandBUSAN METROPOLITAN CITY
Product / ServiceBUSAN-GIMHAE LIGHT RAIL
CategoryC06. Use of New Technology
EntrantDAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Idea Creation DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Media DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
PR DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA

Credits

Name Company Position
Sun Mi, Park Daehong Communications Executive Creative Director
Gun Woong, Choi Daehong Communications Creative Directer
Il Jin, Ko Daehong Communications Digital Creator
Ah Ram, Shin Daehong Communications Copywriter
Ye Rim, Heo Daehong Communications Art Director

The Campaign

The first considerate signal light: Pink Light ‘Pink Light’ is specially designed for pregnant women. When a pregnant woman approaches within two meters of a reserved seat the light above the seat illuminates and indicates to passengers in the immediate area that this seat is reserved and should be vacated. Once the pregnant woman sits down the light turns off automatically. To enable this functionality the woman carries a small beacon that is automatically detected by the ‘Pink Light.’ Women will be able to obtain these beacons from a community health center.

Creative Execution

We installed Pink Lights in a given subway, 2 seats per cabin, totaling 100 seats. We also gave out Pink Pendants to the pregnant women who voluntarily applied at the station or through the website. Lastly, we introduced Pink Lights through making announcements in the stations, displaying posters, and utilizing SNS to increase the public awareness.

Results

During several months of testing the ‘Pink Light’, every pregnant participant was successful in obtaining reserved seating safely and without confrontation. This made headlines on local news and many people talked about it on social media. People are willing to help and be considerate of others but sometimes it requires a friendly reminder. We see the possibility to increase consideration with the ‘Pink Light.’

Pregnant Women at an early stage would hardly get a ‘Priority Seating for Pregnant women’ due to its minimal evidence in pregnancy. However, with its installation, Pink Lights would light up whenever there is a pregnant woman nearby to notify and indicate other people to vacate the seat for her comfort.

People are willing to help and be considerate of others but sometimes it requires a friendly reminder. Utilizing Pink Light as a “nudge strategy,” we were able to transform people’s good will into an action.

Links

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