The Campaign

Using ‘touch’, the most frequently used action in the mobile society, we created videos and apps that showed people donating could be easier than perceived.

Creative Execution

The animated video shows how the children change through the user’s touch. Setting off the alarm on an app by a touch, people can donate. Digital installations were set up at places where people were likely to touch, such as banks, theaters and bus shelters. This not only encouraged people to donate but also showed them that donating is not a complicated process.

The video was viewed four million times on Youtube; application was downloaded 200,000 times; and touched three million times. Awareness for donating has increased 78%, especially among young people – donation rates increased by 23% (Childfund Korea, 2016).

Our insight was ‘what if we make one of the thousands of touches on smartphones, a ‘helpful’ one?’ We delivered the message that something simple as a single touch on a smartphone can be an action that would help children in unfortunate conditions.