Advertiser: KOREAN RED CROSS
Agency: DAEHONG COMMUNICATIONS
Category: Charities
Executive Creative Director: Ji-Young Jun (Daehong Communications)
Creative Director: Gun-Woong Choi (Daehong Communications)
Planner: Il-Jin Ko (Daehong Communications)
Agency Network: Sun-Mi Park (Daehong Communications)
Designer: Sun-Yong Lee (Yond Pictures)
Photographer: Yoon-Soo Jo (Yond Pictures)
Art Director: Ji-Hyun Im (Daehong Communications)
Production Producer: Yong-Ho Lee (Yond Pictures)
Editor: Eun-Ji Lee (Yond Pictures)
Outcome
A total of 500 ideas were donated through the 'IDEA DONATION CAMPAIGN' and 60 million won was donated during the period of the 'DIRTY SHOES' campaign so that the total amount of donation was 65,780,000 won.In addition, viral marketing of the 'IDEA DONATION CAMPAIGN' and 'DIRTY SHOES' was made on SNS as well as major media and online news sites in Korea such as Hankyoreh, Hankook Ilbo, OSEN, Chosun Ilbo and Financial News.
Relevancy
Anybody can easily donate ideas through our homepage, and we set to accumulate 10,000 won per one idea. In addition, we decided to pick one excellent idea and put it into action: 'DIRTY SHOES' 'DIRTY SHOES' is an idea which came from something Chan Hee really wants: to play outside with his friends. 'DIRTY SHOES' have been installed in stores during the Christmas season through co-marketing with ABC MART, and are put on display in between clean shoes. Since a mobile donation coupon can be downloaded upon scanning the QR-Code, the amount of the coupon can be donated for Chan Hee.
Client Brief Or Objective
There are many children who are suffering from paediatric cancer in Korea, but a helping hand for them is very scarce.
Implementation
Thus, Korean Red Cross decided to carry out a new type of campaign to arouse interest from many people and encourage them to give a hand to children suffering from paediatric cancer including Chan Hee who, at 7 years old, suffers from a special cancer which is a muscle cancer in the chin.