The Campaign

Economic education is especially crucial to blind teenagers yet the reality is there aren't many opportunities for a proper education, which gives them harsher difficulty. So we decided to make an audiobook on economy for them through 'voice donation' to show what could a bank actually mean for these people. The voice of people became an echo and the echo becomes an economy audio book.

Creative Execution

Average Koreans become economically active as they reach the age of 25 but people with visual impairments shoulder financial responsibilities as early as a teenager with not much choice in jobs. From distinguishing bills to forming the correct financial concept, we gathered 150 different contents that can help enhance their economic literach. Then by offering online and offline voice auditions, we were able to make these contents to be heard with the help of the chosen voice doners.

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

More than 20,000 donators participated from cancer patients, physically disabled to people with vision loss participated to the voice donation. It has been reported on the news and went viral on SNS, which changed the brand image remarkably positively. The books were donated to schools for the blind are being used astextbooks enhancing their financial lives.

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

This <Audio Library Project> is Standard Chartered Bank Korea’s Corporate Social Responsibility activity. The project has been read books, descriptive movies, paintings and cultural heritages for visually challenged with general publics voices as voice donation platform since 2011. This fifth season, the project decides to read Economy audio textbook for blind teenagers.

Average Koreans become economically active as they reach the age of 25 but people with visual impairments shoulder financial responsibilities as early as a teenager with not much choice in jobs. From distinguishing bills to forming the correct financial concept, we gathered 150 different contents that can help enhance their economic literach. Then by offering online and offline voice auditions, we were able to make these contents to be heard with the help of the chosen voice doners.