100 WORDS PAIN_TING

Title100 WORDS PAIN_TING
BrandSAVE THE CHILDREN KOREA
Product / ServiceCHILDREN'S RIGHT
CategoryB01. UX & Journey Design
EntrantOVERMAN Seoul, SOUTH KOREA
Idea Creation OVERMAN Seoul, SOUTH KOREA
Media Placement OVERMAN Seoul, SOUTH KOREA
PR OVERMAN Seoul, SOUTH KOREA
Production THE BLUE PRODUCTION Seoul, SOUTH KOREA
Additional Company READY ENTERTAINMENT Seoul, SOUTH KOREA

Credits

Name Company Position
Seung Eun Jang Overman Chief Creative Officer
Yumi Sul Overman Senior Account Executive
Seung Woon Kang Overman Account Executive
Chanmi Ahn Overman Account Executive
Rosa Choi Overman Creative Director
Suyeon Sun Overman Copywriter

Describe the creative idea

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

* December 3, 2018 – January 4, 2019, we selected 100 hurtful words with two doctors in Child Psychology. *January 7 – January 14, 2019, 297 children, ranging from ages 3 to 16, chose words and paint how they felt about these words. * On January 15, 2019, 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 2019, 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 across the country and 3 more comes. * February, 22 - March, 21, 2019, Videos that sketched the children’s paintings and parents’ reaction were uploaded through our own SNS channels, Youtube and Jtbc with the least spending 0.16 million U.S dollars and DA were placed on Naver (portal) and Classting (school app) with 20 thousands U.S dollars.

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