الاثنين، 26 أكتوبر
Korean National Police Agency / كوريا الجنوبيةالرقمي والتقنية

⁨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.⁩

العلامة التجارية
Korean National Police Agency
الوكالة
Cheil Worldwide
السوق
كوريا الجنوبية
المنطقة
عالمي
⁨Knock Knock⁩

التحدي

⁨Victims of domestic violence often cannot speak on the phone without their abuser hearing, so emergency calls fail or never happen.⁩

الفكرة

⁨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.⁩

النتائج

  • ⁨Advertising Vietnam reports that 5,749 emergency links were sent to people in danger.⁩

مصدر دراسة الحالة: Advertising Vietnam المصدر ↖

الجوائز

  • Cannes Lions 2023Brand Experience & Activation – B02 USE OF MOBILE & DEVICESذهبية
  • Cannes Lions 2023Glass: The Lion for Change – A01 GLASSالجائزة الكبرى
  • Cannes Lions 2023Direct – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTبرونزية

فريق العمل

الوكالة الإبداعية
Cheil Worldwide
Actress
Lee So Byul

أعمال ذات صلة.

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