100 WORDS PAIN_TING

Title100 WORDS PAIN_TING
ClientSAVE THE CHILDREN KOREA
Product / ServiceCHILDREN'S RIGHT
CategoryA10. Not-for-profit / Charity / Government
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

Why is this work relevant for Brand Experience & Activation ?

Save the Children’s 100th Anniversary campaign identifies a dire need to protect the rights of children. We wanted parents to experience the heartbreaking emotion of their children, and to see how damaging hurtful words can be after they were symbolized in paintings. This shocking realization leads to change and teach parents that there are alternative words that are more appropriate and effective in communicating with their young ones. With this, we have not only recognized a 100 years of brand history and the identity of child human rights protection but have also increased its presence as a children’s rights NGO.

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 (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 (20% of vote)

Statistics show that in South Korea parental rights is regarded as one of the most important values. There is a view that children are not independent individuals, but parents' property. They often say hurtful things when disciplining their children and are not aware 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 second target group to make it an issue of the whole country. As an NGO, we suffer from budgetary deficit . So initially, we 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 (30% 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 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 paintings. * 19 exhibitions were held and 3 more comes.

List the results (30% 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. _ The campaign increased Save The Children’ s presence as a children’s rights NGO.
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