MOM'S GRADUATION

TitleMOM'S GRADUATION
BrandHANA FINANCIAL GROUP
Product / ServicePOWER ON IMPACT
CategoryF07. Corporate Purpose & Social Responsibility
EntrantHANA FINANCIAL GROUP Seoul, SOUTH KOREA
Idea Creation SM CULTURE & CONTENTS SEOUL, SOUTH KOREA
Production E-BONBOO Seoul, SOUTH KOREA

Credits

Name Company Position
Dongsu Woo SM CULTURE AND CONTENTS Creative Director

Write a short summary of what happens in the film

The video starts with the sad voice of a mom at a graduation ceremony. She can’t wholeheartedly congratulate her daughter, who proudly wears a graduation cap. It’s the story of a daughter with developmental disabilities and her mom who’s anxiety heightens at graduation. Upon graduation, developmentally disabled adults are in a “welfare blind spot” with nowhere to go. Most end up homebound, under parental care for the rest of their lives. The video’s motif is the relatable theme of “graduation.” It presents a new perspective: parents also graduate when a developmentally disabled person gains employment. They graduate from anxiety and the burden of guardianship. This spot raises public attention about employment hardships of the developmentally disabled. It shows real cases of successful employment through the ‘Power on Impact’ program, and the confidence and happiness it brings. Viewers can feel with their hearts what employment means to them.

Please tell us how the brand purpose inspired the work

This campaign was created to introduce ‘Power on Impact,’ Hana Financial Group’s CSR program that has created employment opportunities for the developmentally disabled since 2017. The inspiration came from a mother we met in the planning stages. She said that graduations are supposed to be celebrations. But for the developmentally disabled, the sad reality is that graduation doesn’t mean stepping out into society. It means stepping back to a homebound life. She often wished graduation day wouldn’t come. Through the theme of ‘graduation,’ we wanted to deliver a message relatable to many. Employment for the developmentally disabled is not just an individual’s problem, but a family’s struggle. And, the developmentally disabled can live confidently as a member of society, continuing to add to their family’s happiness.

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