|Brand||MINISTRY OF CULTURE, SPORTS AND TOURISM|
|Product / Service||TYPING HERO|
|Category||H01. Integrated Campaign Led by Digital|
|Entrant||HS 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|
|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|
|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|
|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|
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.
[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.
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.
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.