| Title | WATER FOR LIFE, LIFE IN FOCUS |
| Brand | KOREAN RED CROSS |
| Product / Service | WATER FOR LIFE |
| Category | C09. Use of Technology |
| Entrant | KPR & ASSOCIATES Seoul, SOUTH KOREA |
| Idea Creation | KPR & ASSOCIATES Seoul, SOUTH KOREA |
| PR | KPR & ASSOCIATES Seoul, SOUTH KOREA |
| Production | BRIGHT BELL Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jooho Kim | KPR&Associates inc | Chef Manager |
| Eunyoung Kim | KPR&Associates inc | Manager |
| Jangwhan Kim | KPR&Associates inc | Manager |
| Ilyou Kim | Brightbell Creative Group | Creative Director |
| Yunsuk Lee | Brightbell Creative Group | Interactive Creative Director |
| Myung-hoon Oh | Brightbell Creative Group | Contents Producer |
The aim is to generate interest about KRC’s various international relief efforts. To celebrate World Water Day (March 22), we wanted to promote awareness of water shortages and create interest in KRC’s <Water and Hygiene> activity. We also developed programs, such as a concentration game-based event using brainwaves and videos, to increase awareness of water shortages and teach people about KRC’s <Water and Hygiene> activity.
An interactive, game-based event was held at a large shopping mall(Time Square, Seoul) where many young people gather. When participants wearing brainwave headsets focus on a child in a desolate desert on the screen, waterways, wells and educational facilities appear depending on the level of concentration. If they successfully reach the final step, they help make a donation.
The four-day event attracted about 12,000 participants (including 4,823 direct participants). Among them, 202 achieved donations for water-scarce countries by accomplishing the mission. A survey of participants showed that more than 85 percent became interested in water shortage challenges. This event also resulted in over 250,000 exposures in the press and social media.
Despite its long tradition, the Korean Red Cross has a poor image among the public, especially with the young generation. In order to improve this situation and increase brand awareness, the Korean Red Cross became the first in Korea to conduct an interactive campaign that linked the brain waves and images. Through this campaign people could help save people in countries with water shortages by simply concentrating on images. Participants responded to this campaign very positively, because it was easy to participate and something they could feel proud of.
For World Water Day, KRC had a field promotion targeting the young (teenagers, 20 and 30-year olds). The promotion involved a concentration game-based event using an EEG (Elevtroencephalogram). The event attracted the attention of participants, and offered step-by-step missions for maintaining their concentration. If they completed three final step of mission, a donation was made on their behalf by an enterprise.