100 WORDS PAIN_TING

Title100 WORDS PAIN_TING
BrandSAVE THE CHILDREN KOREA
Product / ServiceCHILDREN'S RIGHT
CategoryE02. Social Purpose
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

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

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 strategy

For core targets that require direct behavioral change, we selected parents with children from the age of 3 (when language communication begins) to the age of 18. We then selected a wider audience for our second target group to make it an issue concerning the whole country. As an NGO, we suffer from budgetary deficit. To overcome this, we relied heavily on audience engagement by shortening the on-air period and minimizing media spending. We were confident that once people visited our site, they would share our children’s paintings on their SNS and create a great deal of buzz. We thought the key of success is to create content that can go viral without compromising authenticity. Children put the power of art into the dry data which caught people's attention and played a key role in stirring up apathy.

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. _ February 28– March 14 2019, offline exhibition was organized at COEX — Korea’s largest exhibition venue. _February, 22 - March, 21, 2019, TO INDUCE SEARCHING AND SITE VISITING, 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. DA were placed on Naver (portal) and Classting (school app) with 20 thousands U.S dollars.

List the results

_ 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. _ 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.

Links
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