Why is this work relevant for PR?

A PR method more effective than any mainstream traditional media exposures is a first-hand experience. Hyundai Insurance creates the digital playground, in order to fulfill the company statement to take care of both physical and mental wellness of children. By installing the ‘Healing Jungle’ in that spaces most closely related to insurance, We decided to let our very important customers to experience our corporate philosophy by themselves experiencing the digital play wall in real. The campaign was well-received and praised for its effectiveness of delivering the company’s philosophy to those whom not only experienced it but also unexperienced it.

Background

The average treatment period of pediatric cancer patients is almost two years and a half. Most of the time they are waiting for their treatments laying on their beds, doing nothing except only watching smartphones and televisions. The lack of those children’s physical activities, in turn, leads to mental stresses that cause negative effects to their health improvement. Hyundai Insurance wanted to make a special playground for them to help boost their physical abilities and lower stresses come from painful treatment. Healing Jungle is a CSR campaign executed by Hyundai Insurance, with a budget of USD $1 million, that was finally have donated to two of Korea’s biggest children’s hospital after successful installation and launch.

Describe the creative idea (20% of vote)

- Technology : The interactive wall, utilizing motion sensor technology that reacts in real-time to children’s movements, is installed in a prominent and oft-visited hallway. (*Motion sensors were used to prevent possible infections through direct contact) - Contents : The digital playground themed jungle and animals which are familiar to children, to alleviate the fear and stress comes from the images that hospital invokes. It consists of programs that are designed uniquely for child patients’ life patterns at the hospital – afternoon programs to provide much-needed exercises, and evening programs to alleviate the stress of treatments and help with sleep. A total of 11 programs were developed in consideration of patients’ age and their state of physical development.

Describe the strategy (30% of vote)

After interviewing the medical staff and the parents of the patients in depth, it was deduced that most of the long-term child patients have nothing to do but to receive treatments or to wait. ‘With all our heart’ as the key message, ‘Healing Jungle’ is the embodiment of Hyundai Insurance’s desire to protect our children. Installed in children’s hospitals, spaces most closely associated with insurance, the campaign represents and promotes Hyundai Insurance naturally. The development process of ‘Healing Jungle’, and the experience child patients and their families had with it, was made into a campaign film. The film was well-received in that it resonated deeply with the participants.

Describe the execution (20% of vote)

- 1 year for contents developing in collaborative efforts with contents planner, developers, creators, pediatricians, nurses. 2 months for constructing the physical components. - Dec 24th, 2018 – The first ‘Healing Jungle’ have launched at Seoul Severance Children’s Hospital - Jan 16th, 2019 – The second ‘Healing Jungle’ have launched at Seoul Asan Children’s Hospital, the biggest children’s hospital in Korea, by request - The development process and afterthoughts of child patients and their families who were the real users of ‘Healing Jungle’ were made into a film and an online advertisement for social network platforms. It was uploaded to deliver Hyundai Insurance’s brand values and ethos even to those who did not experience it at first-hand. - A Photo Wall installed next to ‘Healing Jungle’ guides the visitors and participants to share photos on their social network platforms.

List the results (30% of vote) – must include at least two of the following tiers:

- An average of 30,000 children experienced within a month - The campaign was made into a viral film which contains the real interview of the child patients and their parents. The campaign film was voluntarily viraled through social network platforms - Installed in children’s hospitals, spaces most closely associated with insurance, the campaign established Hyundai Insurance as a company fulfilling its corporate and societal duties to its most important consumers, children and their families. - Ranked #1 in Brand Reputation Index(BRI) of the Insurance companies in Korea in 2 weeks after the film launching - 12,174,574 Campaign film views (Viewed by 20% of Korea) - OBS, the local broadcasting of Kyeongki-do(metropolitan area of Seoul) covered the case of Healing Jungle as a exemplary project of a private enterprise. - Planned to be installed at many more children’s hospitals, after the success launching at Asan Hospital and Severance Hospital, two of the biggest children’s hospitals in Korea