Background

Save The Children lagged far behind UNICEF and local NGOs in Korea. In order to increase its presence as a children's rights NGO, a centennial campaign was planned to raise awareness among the wider public. The agency decided to proceed with the detrimental effects of verbal abuse rather than physical abuse to gain public sympathy. In the end, we wanted to instill the view that children are not parents' property but full-fledged individuals

Describe the creative idea (40% of vote)

Until now, Children’s Rights campaigns were promoted from the perspective of adults. We thought children had to express themselves to move the mind of the targets. We researched and narrowed down 100 hurtful words with two child psychologists. We then selected 297 children, ranging from ages 3 to 16, and asked them to choose words that were most painful to them and express this emotion through painting. We thought painting was a more effective way of expressing themselves as children are not as strong as adults at verbal language. We invited parents to view their own children's paintings and held online and offline exhibitions for the public. We created an interesting interface to guess which hurtful words are represented behind each painting and provided expert advice, alternative words and self-checklists that had helped inspire real change. People shared “I WILL NOT” signatures with the corresponding paintings through their respective SNS.

Describe the execution (40% of vote)

* December 3, 2018 – January 4, 2019, we selected 100 hurtful words with two doctors in Child Psychology. *January 7 – January 14, 297 children, ranging from ages 3 to 16, chose words and paint how they felt about these words. * On January 15, their parents were invited to the gallery to view their own child’s painting. *On February 22, we opened our Digital Exhibition website. : Created an interesting interface to guess which hurtful words are represented behind each painting and provided expert advice, alternative words and self-checklists that had helped inspire real change. People shared “I WILL NOT” signatures with the corresponding paintings through their respective SNS. * February 28– March 14, offline exhibition was organized at COEX — Korea’s largest exhibition venue: Spinning display boards let people discover what hurtful words are linked to each painting. * 19 exhibitions were held and 3 more comes.

List the results (20% of vote)

_ 45 million EARNED MEDIA IMPRESSIONS _ 1.5 million EXHIBITION AUDIENCE ( The Most Viewed Painting Exhibition in South Korea followed by Van Gogh and Chagall) _ 2374% surged of SITE TRAFFIC compared to existing global campaign. _ Massive media coverage - major newspapers, news magazines, and television stations reported our campaign. _ Flooded with REQUESTS for offline exhibitions in major cities across the country and 23 EXHIBITIONS were held in 11 cities. (20 were already held and 3 more comes for this year) _ Spontaneously shared by celebrities on Instagram. _ A number of government offices, city offices of education and children's hospitals voluntarily transmit the video on their own media channels _Parents expressed their regret on online communities, generating more than a million views.