|Title||REMEDIES FOR THE SOUL|
|Brand||SEOUL FOUNDATION FOR ARTS AND CULTURE|
|Product / Service||SEOUL FOUNDATION FOR ARTS AND CULTURE|
|Category||B01. Education & Awareness (incl. Fundraising and Advocacy)|
|Entrant||HS AD Seoul, SOUTH KOREA|
|Idea Creation||HS AD Seoul, SOUTH KOREA|
|Jiyoung Kim||HSAd||Creative Director|
|Bo Hwang||HSAd||Executive Creative Director|
|Changho Seo||HSAd||Creative Director|
|Jiwon Kim||HS Ad||Art Director|
|Misun Kim||HS Ad||Copywriter|
|Younsoo Nicole Park||HS Ad||Copywriter|
|Peter Moyse||HS Ad||Copywriter|
|Hyojin Kim||HS Ad||Idea designer|
|Kyungjong Seo||HS Ad||Idea designer|
|Youngjin Yoon||HS Ad||Idea designer|
Inspired by the idea of people going to a pharmacy when we have a cold, we created a ‘Remedies for the soul’ vending machine; something people easily pass by every day. By using a public facility, people easily got witty prescriptions for mild mental symptoms.
In February 2015, ‘Remedies for the Soul’ vending machine were installed in 10 popular places such as the Seoul City Hall, college campuses and health care centers. Diseases were divided into 20 categories, such as ‘Epidemic smartphone addiction’, ‘Endstage Monday Attack’, ‘Dream Extinction’, etc. They were based on a data analysis of depression rates of Seoul citizens. The vending machine provided a remedy kit comprised of artworks and items to make the citizens smile, and this also led them to participate in self-depression tests and actual treatments.
Over one hundred thousand people participated throughout a year, and related internet posts were viewed over 35 million times. Being introduced in primetime TV shows and newspapers, the campaign was able to make a PR value of a billion won (900K USD) without any adverting fees. Also, thirty thousand citizens, with mild depression symptoms, participated in self tests and realized their diseases. This made consultation rates with mental clinics increase by 50%.
Mental depression is a serious social problem, yet, people are reluctant to receive treatments. ‘Remedies for the Soul’ made a familiar social facility, a vending machine, into a pharmacy to catch media attention. Information of the 20 diseases and remedy kits for each of them was spread through SNS by those who received them. Soon, the campaign was introduced in all kinds of TV shows, including the news because mental depression is a social issue. This let high value PR activities be done without any advertisement fees.
Depression can be overcome when it is found and treated in an early stage. But in many cases, because of the negative social perceptions of receiving psychotherapy, many people fail to seek treatment at the appropriate point. By giving light and fun prescriptions, the ‘Remedies for the Soul’ made people realize that anyone can have depression symptoms, and they can recover completely with early treatments.