|Title||GENDER EQUALITY INDEX CHOCOLATE|
|Brand||THE KOREAN INSTITUTE FOR GENDER EQUALITY PROMOTION AND EDUCATION|
|Product / Service||PUBLIC SERVICE|
|Category||B02. Promotional Item Design|
|Entrant||THE CREAM UNION Seoul, SOUTH KOREA|
|Idea Creation||THE CREAM UNION Seoul, SOUTH KOREA|
|Media Placement||THE CREAM UNION Seoul, SOUTH KOREA|
|PR||THE CREAM UNION Seoul, SOUTH KOREA|
|Production||THE CREAM UNION Seoul, SOUTH KOREA|
|Jae Ki Lee||THE CREAM UNION||Creative Director|
|Ejoo Kim||THE CREAM UNION||Art Director|
|Ha Na Lee||THE CREAM UNION||Designer|
|Young Hyun Yang||THE CREAM UNION||Art Director|
|So Jeong Kim||THE CREAM UNION||Copywriter|
|Su Jee Lee||THE CREAM UNION||Account Executive|
For every portion of our existing National Gender Equality Report, the gender equality index is expressed through horizontal bar graphs, so we produced these in the form of differently colored chocolate bar to represent these graphs. In the box that contains the chocolate also contains a mostly-empty gender equality index chart that you can scan with your smart phone. Especially in the case of general gender equality, which definitely does not have a score of 100, we use the remaining gap from the low score as an opportunity to scan with one’s smartphone using augmented reality (AR) so that users can see a message regarding our ambition to one day have a future where we have a report with a full index score of 100.
The gender equality index “chocolate” we prepared addresses each portion of the report (such as chocolate representing an index for general gender equality, safety, hygiene, family, and final decision-making, and more between the sexes). In a format that will be familiar to anyone we had two chocolate bar graphs illustrated with one bar showing the current-day index number with the bottom showing a full index figure of 100 for the future. The flavor of each chocolate was set to match its color (Gender Equality Index: caramel; Safety Equality Index: orange; Hygiene Equality Index: green tea; Family Equality Index: strawberry; Equality Index on final decision-making: milk). We distributed chocolate bar to convenience stores all over the country in time for both Valentine’s Day (2/14) and White Day (3/14) when boys and girls exchange chocolates.
After distributing the chocolate, brand awareness for the Korean Institute for Gender Equality Promotion and Education increased by 20% and total shares on social media surpassed the 50,000 mark. Most importantly the rate of classroom signups and participation on gender equality subjects from the young demographic increased by 34%.
The Korean Institute for Gender Equality Promotion and Education, as a public institution publishes gender equality reports and promotes education and awareness on the topic in limited scope through mass media. However the main target, which is young people in their 20s and thirties, are more interested in taking part in understanding issues and products through social media. Because it is difficult to make the young people in their 20s and 30s interested in gender equality issues just through reports or educational courses, we produced chocolate and gave them out to young people on main calendar days when chocolates are shared so as to make this a more well-known societal issue. We also did plenty of PR and marketing through social media as well as in-store communication with chocolate vendors.