Short List
Product / ServiceCHILDREN'S RIGHT
CategoryA10. Not-for-profit / Charity / Government
Idea Creation OVERMAN Seoul, SOUTH KOREA
Media Placement OVERMAN Seoul, SOUTH KOREA


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

Why is this work relevant for PR?

100 WORDS PAIN_TING became a nationwide phenomenon through social buzz and massive earned media coverage. Parents learned how damaging hurtful words can be facing the heartbreaking painting of their own child. The public came to the shocking realization through our online/offline exhibitions. The celebrities’ sharing of children’s paintings on their Instagram channels helped the campaign go viral. “I WILL NOT” signs and “WITH YOU” paintings by artists were shared on SNS. Content provided the source of media and people played a significant role as well. This 100th Anniversary campaign increased Save The Children’ s presence as a children’s rights NGO


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 (20% 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 strategy (30% of vote)

Statistics show that in South Korea parental rights are regarded as one of the most important values. There is a view that children are not independent individuals, but parents' property. They say hurtful things when disciplining their children without awareness of the damaging repercussions. For core targets that require direct behavioral change, we selected parents with children between the ages of 3-18. We then selected a wider audience for our second target group to make it an issue the entire country can be a part of. We initially put campaign videos on paid media with the least amount of media spending to generate online interest and then harnessed our own media to continue to booster the campaign. We believed the children’s painting shared on SNS help go viral because they are very emotional and would appeal to the public.

Describe the execution (20% of vote)

* 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. * 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.

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

_ 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. _ The campaign increased Save The Children’ s presence as a children’s rights NGO.


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