UNCOMFORT WOMEN PROJECT

TitleUNCOMFORT WOMEN PROJECT
BrandTHE KOREAN COUNCIL FOR THE WOMEN DRAFTED FOR MILITARY SEXUAL SLAVERY BY JAPAN
Product / ServiceTHE STATUE OF PEACE
CategoryC05. Co-creation & User Generated Content
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Production HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
Hyo Jin Kim Hs AD Creative Director
Chei Jeong yoon Park Hs AD Art Director
Sung Hyun Lim HS AD Copywriter
Jin Young Kim HS AD copy writer
Kyung Tae Kwak SS film Film Director
do young kim HS AD Intern
Yong suk Hong Hs AD Intern
So Young Ahn Hs AD Intern

The Campaign

#Uncomfortwomen project is a social movement to give a fresh new approach to the unresolved comfort women issue with digital technology and social media. The campaign site provides online face morphing tool where the users can create their own Statue of Peace by simply uploading their selfie. With the help of geo-tag on Instagram, the users can virtually bring their own statue to the United Nations New York to be part of this online peace protest. With their own face attached to the iconic Statue of Peace, the users can have a personalized virtual experience and become a real time symbol of peace which can be found in the virtual map through social media.

Creative Execution

The campaign site (www.uncomfortwomen.com) has initially launched in July, 2017. Since we had no media budget to promote this campaign, we started off from the scratch by attending Wednesday protest every week. We encountered many international journalist and news reporters who voluntarily featured our story. Within 12 weeks, this campaign has achieved 200,000+ impressions and 1,000+ statues of peace were made. Influential international news media “Al Jazeera”, “Korea Herold”, “JTBC” “Daily News” have covered our campaign story in September 2017. Also, this campaign has become a useful call-to-action tool for young people to express their sentiment and stance on the Comfort Women issue. the new emerging millennial online channels like “Kakao 1boon” featured our story which resulted 200,000 views within 5 days.

Results

The campaign also successfully attracted People from different background: England, Germany, South Africa, U.S, Taiwan, Malaysia, Philippines and Australia. The look of every statue differs from one another, but it delivers one unified peaceful message. Although this campaign started as online movement, we also expanded to the offline space. On International women’s day (March 18, 2018), we brought large size photos of 30 participants and their statue of peace as a tribute to 30 comfort women victims still fighting for the justice. We also attended “The 15th Asian Solidarity Conference for the issue of Military Sexual Slavery by Japan” to make a meaningful partnership with various international NGOs from different countries. We are continuously working on the proposal to the United Nations to make August 14th to be “International day for War and Women” in a remembrance of Comfort Women victims.

The campaign provides an immediate, call-to-action tool for young people who are obsessed with social media and selfie, and to give them a chance to contribute to the social issue in a fun and meaningful way. Also, the campaign aims to maximize the exposure to the very specific audiences who are interested in human right and women’s right. By geo-tagging very specific location as the United Nations, we aim to deliver our message to the relevant audience, which also helps to maximize the efficiency as there was no media budget for this campaign.

1. The campaign is to provide an immediate, call-to-action tool for young people who are obsessed with social media and selfie, and give them a chance to contribute to the social issue in a fun and meaningful way. 2. The campaign is to provide a very personalized experience the participants can resonate with the issue by literally become an embodiment of the statue. 3. The campaign is to maximize the exposure to the global audiences who are e specially interested in human right and women’s right. By geo-tagging very specific location as the United Nations, we aim to deliver our message to the relevant audience, which also helps to maximize the efficiency as there was no media budget for this campaign.

Links

Social Media URL