|Brand||KOREAN NATIONAL POLICE AGENCY|
|Product / Service||HOPE TAPE|
|Category||E05. Sponsorship & Brand Partnership|
|Entrant||CHEIL 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|
|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|
|Daae Kim||Ready Entertainment||MODEL AGENT|
|Sooyoun Baek Freelancer||Freelancer||PRODUCTION ART DIRECTOR|
|Donghyun Kim||Assist||FILM PRODUCER|
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.
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.
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.
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.
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.
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