Knock Knock.
South Korea's police created a way for domestic violence victims to call for help in silence: dial 112 and tap any key twice.
- Brand
- Korean National Police Agency
- Agency
- Cheil Worldwide
- Market
- South Korea
- Region
- Global
The challenge
Victims of domestic violence often cannot speak on the phone without their abuser hearing, so emergency calls fail or never happen.
The idea
Inspired by Morse code, Cheil Worldwide and the National Police Agency set up a system in which a caller dials 112 and presses a number twice. Police then send a link that lets them see the scene through the phone's camera and track its location, and victims can share details through a page disguised as a Google search. The system was taught to 4,800 police call-handlers and promoted through blogs, the government's YouTube channel, outdoor ads and posters and vlogs on beauty channels.
Results
- Advertising Vietnam reports that 5,749 emergency links were sent to people in danger.
Case study source: Advertising Vietnam Source ↗
Awards
- Cannes Lions 2023Brand Experience & Activation – B02 USE OF MOBILE & DEVICESGold
- Cannes Lions 2023Glass: The Lion for Change – A01 GLASSGrand Prix
- Cannes Lions 2023Direct – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTBronze
Credits
- Creative agency
- Cheil Worldwide
- Actress
- Lee So Byul
