HOPE TAPE

Short List
TitleHOPE TAPE
BrandKOREAN NATIONAL POLICE AGENCY
Product / ServiceHOPE TAPE
CategoryE05. Sponsorship & Brand Partnership
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 BOUNCE CREATIVE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production VISION HOLDINGS Seoul, SOUTH KOREA

Credits

Name Company Position
Seongphil Hwang Cheil Worldwide Art Director
Sekyeong Park Cheil Worldwide COPYWRITER
Miyeon Shin Cheil Worldwide ART DIRECTOR
Yeowool Kwon Cheil Worldwide ART DIRECTOR
Chan Kim Cheil Worldwide ACCOUNT EXECUTIVE
Jiyoung Youn Cheil Worldwide ACCOUNT EXECUTIVE
Hyoeun Jeon Cheil Worldwide ACCOUNT EXECUTIVE
Jungeun Lee Cheil Worldwide PR DIRECTOR
Annie Lim Cheil Worldwide PR DIRECTOR
Donghan Kim Cheil Worldwide PR MANAGER
Bumjun Kim Cheil Worldwide PR MANAGER
Annie Choi Cheil Worldwide PR MANAGER
Wanmo Koo Bounce Creative DESIGNER
Jeakyun Kim Bounce Creative DESIGNER
Sungjin Lee Bounce Creative DESIGNER
Jiwon Choi JW Pictures PHOTOGRAPHER
Kyoungwon Kang JW Pictures PHOTOGRAPHER
Kwangwon Cho Illri Imagines DIRECTOR
Sooyoung Yoon Visionholdings FILM PRODUCER
Dongjo An Visionholdings FILM PRODUCER
Sunghwa Oh Ghost Buster SOUND DESIGNER
Kwangsun Seo Visionholdings FLAME ARTIST
Gyuha Baek Visionholdings EDITOR
Okjin Jun Visionholdings COLORIST
Hojun Jo Freelancer CINEMATOGRAPHER
Eunsang Jo Freelancer GAFFER
Daae Kim Ready Entertainment MODEL AGENT
Sooyoun Baek Freelancer Freelancer PRODUCTION ART DIRECTOR
Donghyun Kim Assist FILM PRODUCER

Why is this work relevant for PR?

There are 661 long-term missing children in South Korea. In order to find them, we need people to pay attention. But the longer they are missing, the more indifferent people become. How can we stop people from forgetting our children? We created the ‘Hope Tape’ - a packaging tape with missing children’s information printed on. When sealing a package with this tape, it serves as a medium for delivering the children’s information directly to people’s doorsteps all across the nation.

Background

There are 661 long-term missing children in South Korea. In order to find them, we need people to pay attention. But the longer they are missing, the more indifferent people become. Desperate parents hand out flyers with their child’s information all day, but they only amount to a few hundred.

Describe the creative idea (20% of vote)

We created the ‘Hope Tape’ - a packaging tape with missing children’s information printed on. When sealing a package with this tape, it serves as a medium for delivering the children’s information directly to people’s doorsteps all across the nation. The Hope Tape features old and age-progressed photos of the children, their last seen place and physical features, as well as a QR code that connects to the Korea National Police Agency’s database for missing children. You can also register your child’s fingerprints for preventive measures.

Describe the PR strategy (30% of vote)

How can we stop people from forgetting our children? With Covid-19 causing a drastic increase in the use of parcel delivery services, packages have become a medium that can spread across the nation very fast. By using them as a medium to spread information about our missing children, we could reach every household in the country.

Describe the PR execution (20% of vote)

As of May 25th, 2020 - International Missing Children’s Day -, anyone sending a package via one of the 22 central Korea Post offices can use the tape. In collaboration with South Korea’s 2nd largest parcel delivery service, it is also used on goods purchased online and delivers missing children’s information to every household.

List the results (30% of vote)

14 million media impressions 2.06 billion won in earned media value with zero media budget 630,000 packages sealed with the Hope Tape delivered nationwide within a month Equal to 100,000 flyers per missing child distributed Design rights are open for anyone to participate in this campaign “A A highly effective way to spread Information about missing children”- Branding in Asia “Heartwarming idea” -The Korea Times