TYPING HERO

Short List
TitleTYPING HERO
BrandMINISTRY OF CULTURE, SPORTS AND TOURISM
Product / ServiceTYPING HERO
CategoryH01. Integrated Campaign Led by Digital
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
PR BOMBARAM Seoul, SOUTH KOREA
Production BOMBARAM Seoul, SOUTH KOREA
Production 2 HE WAS BORN Seoul, SOUTH KOREA
Production 3 VIXEN STUDIO Seoul, SOUTH KOREA
Production 4 HANBOM STUDIO Seoul, SOUTH KOREA
Additional Company SUPERHEROS Seoul, SOUTH KOREA

Credits

Name Company Position
JAE KUN SEO HS Ad Head of Account
JI HYUN CHUNG HS Ad Head of Project
CHEON IL JEON HS Ad Account Supervisor
Hyo-Jin Kim HS Ad Creative Director
Jeongyoon Park HS Ad Art Director
Heetaek Kong HS Ad Art Director
Yongseok Hong HS Ad Art Director
Sang A Kim Bombaram Chief Creative Officer
Eonju Lee Bombaram Team Manager
Harim Han Bombaram Storyteller
Jiwon Kim Bombaram Storyteller
Sun han Kwon HE WAS BORN Art Directior
Yujin Kim HE WAS BORN Character Designer
Na Ru Kang HE WAS BORN Web Designer
Youn Soo Kim VIXEN VFX Supervisior
HAET BIT HAN Hanbom Studio Developer
Ik-hwan Kim SUPERHEROS Director
Jungryeom Kim Ministry of Culture, Sports and Tourism Director of Digital Communication Division
Jongmin Lee Ministry of Culture, Sports and Tourism Civil Servant Secretary of Digital Communication Division
Taeyeon Kim Ministry of Culture, Sports and Tourism Civil Servant of Digital Communication Division

Background

South Korea has a major social problem with Internet trolls and fake news. Ever since the COVID-19 lockdown began, children’s internet screen time has dramatically increased. However, there is no proper digital literacy education program to protect children from the negative side of the internet. The objective of this project is to create an online educational tool that teaches children how to deal with internet trolls and fake news to be a healthy digital citizen. We built a web-based interactive educational game <TYPING HERO> optimized for homeschoolers during the pandemic.

Describe the strategy

[Best time to learn digital Literacy is when they first learn how to type ] We specifically target primary school kids around 10 to 12 years old, who start to actively express their own opinion in public. And that’s the age group learning to master typing skills at school. So, we found an opportunity for this specific target group: With typing game interface, children can master the typing skill, while playing the game and learn to act wise dealing with the internet trolls and fake news with whimsically interesting stories.

Describe the execution

For our project, we made 7 different trolls that represent 7 different types of Internet negativities based on the analyzed data of malicious comments on the Internet. Also, We ran multiple advisory sessions with digital literacy experts to build storylines in which children can learn how they wisely deal with the various types of Internet trolling, for example, you need to avoid unreasonably hostile comments by clicking the report button, and you can fact-check the fake news by three steps: check the source, check if it making sense, and not spreading unverified information. To make our project accessible to more audiences, we built <TYPING HERO> as web-based content to be compatible with multiple devices. Our website has gotten great reviews from kid YouTubers and the digital literacy educator group. Furthermore, Korea’s biggest web portal site <Junior Naver>admired the value of our project and sponsored the banner ad spot for promotion.

List the results

After the 6 months of development, <TYPING HERO> was launched on Nov. 1, 2020, within the first 6 weeks, it was played more than 62,000 times and it is still counting. To measure the audiences’ awareness change after this game, we surveyed a total of 200 children, and the experimental group who have played <TYPING HERO> responded that they felt 128% more confident to deal with Internet trolls and fake news, compared to the comparison group. By this result, we could find out our project could positively work as a digital literacy education tool, as we planned.

Links
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