{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"PUBLIC SERVICES & CAUSE APPEALS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DMINUSONE, SEOUL","is_link":false},{"keyword":"TITLE","content":"THE LIFE-SAVING RECEIPT ","is_link":false},{"keyword":"BRAND","content":"CHOROGUSAN FOR CHILDREN","is_link":false},{"keyword":"ADVERTISER","content":"CHOROGUSAN FOR CHILDREN","is_link":false},{"keyword":"AGENCY","content":"DMINUSONE, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"DONGGIL KIM\/JANGHAN KIM","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"DONGGIL KIM\/JANGHAN KIM","is_link":false},{"keyword":"ART DIRECTOR","content":"JIWOO LEE\/JISOO LEE","is_link":false},{"keyword":"COPYWRITER","content":"HONGKYUN KIM","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"SEWON KIM\/DOYOON SON\/YEONJU LEE","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"EPISODE FILMS, SEOUL","is_link":false},{"keyword":"DIRECTOR","content":"EUNWOO CHOI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":" In South Korea, all children under the age of 12 are eligible to receive essential vaccinations free of charge. However, the vaccination rate among children from migrant backgrounds stands at just 55.2% (only half the rate of children from non-migrant Korean families). A medical system designed primarily around Korean language, with information that is complex and hard to find, has consistently pushed migrant families into medical blind spot. So we aimed to increase awareness of essential healthcare services among migrant families by hijacking the only accessible touchpoint within their daily context and designing an optimized funnel around it. \r<br> Migrant families tend to form communities in specific neighborhoods based on their country of origin and rarely move beyond their living radius. We transformed the local stores they visit every day into a new channel for delivering medical information and created a special small scale receipt-media. At the moment parents purchased childcare products, we delivered another essential item for parenting: essential healthcare information.  To achieve this, we developed a conditional receipt algorithm that printed medical information only when childcare products were purchased and installed a dedicated POS system in local stores located in areas with high concentrations of migrant families.\u2028Receipts were provided in each parent’s native language and included QR codes that connected them to vaccination support, medical interpretation services and other counseling.  As a result, 70,000 receipts were distributed, enabling 72% of migrant-background children who had previously lacked access to essential healthcare services to receive health check-ups and vaccinations. More than 1,000 public institutions voluntarily joined, expanding the infrastructure for accessible medical information. By ensuring that language and origin no longer function as barriers to medical access, this campaign built a more inclusive medical environment and generated sustainable impact, extending even to policy forum at the National Assembly.\r<br>\r<br>\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":" Preventable diseases like tuberculosis, measles, and rotavirus are no longer high risk in South Korea. Under the national immunization program, children under 12 receive vaccinations free of charge. Yet this protection does not reach everyone. Among children from migrant backgrounds, vaccination coverage is only 55.2 percent (about half the rate of non-migrant Korean families). Korean healthcare systems are built primarily for Korean speakers. Even for Korean citizens, rules and support pathways are complex and difficult to navigate. Limited accessibility and structural complexity push them into medical blind spots, keeping them from essential care. Instead of relying on large-scale media and expecting families to seek help on their own, we chose to reach them directly. Migrant families in Korea form communities by country of origin and remain within a limited neighborhood radius. We revealed that there is only one place they consistently gathered. Local stores—where migrant families visit daily to buy groceries and everyday necessities from their home countries (e.g. halal food, Vietnamese necessities and other ethnic essentials),and which serve as key community hubs in their neighborhoods—became the only viable media space. When parents purchased childcare products, a specially designed receipt delivered essential medical information they had never been told.","is_link":false},{"keyword":"STRATEGY","content":" Our goal was to design an offline funnel that could precisely target the real-life context of migrant-background families in order to raise awareness of essential medical services. Through this approach, we sought to reach isolated communities and address medical blind spots and accessibility gaps. Although they live confined within their own neighborhoods, often remaining invisible within these blind spots, our analysis revealed one optimal place where they consistently gather. Local stores in each area, visited daily to purchase daily necessities, serve as the true community hubs for these families.\r<br> If those purchasing childcare products at local stores are the parents of migrant-background children, we believed this was where we could finally reach them. At the very moment parents buy items for their children(such as diapers, baby formula or baby lotion) we introduced another essential childcare item they may not yet know about: essential medical information.\r<br>We created the world’s smallest receipt-based media to deliver this message directly at the point of purchase. Through this initiative, we connected families to essential medical services provided by healthcare institutions. And through practical counseling from the foundation, we aimed to help protect their children’s right to health going forward.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"1. We developed a new receipt algorithm that conditionally printed medical support information only when childcare products were purchased at local stores, ensuring the message reached parents from migrant-background families.\r<br>2. This never-before-seen receipt-based POS(Point of Sales) system machine was installed in local stores across key migrant hubs nationwide in South Korea, including Seosan, Eumseong, Chungju, Icheon, Gimpo and Incheon—areas where migrant families actively live and gather.\r<br>3. To precisely target parents of migrant-background children, this life-saving receipt was issued exclusively only when childcare-related items such as diapers, baby lotion and baby food were purchased.\r<br>4. Each receipt delivered a message in the parent’s native language, creating the most effective point of contact at the moment when concern for their child was highest:\u2028“There is one more essential item your baby needs: essential vaccinations and medical support.”\r<br>5. Through a QR code, parents were instantly connected to foundation’s vaccination support programs and medical interpretation services. In addition, essential medical information was provided on a dedicated website in 12 languages, strengthening linguistic accessibility and inclusion.\r<br>","is_link":false},{"keyword":"RESULT","content":" Through this campaign, a total of 70,000 receipts were placed directly into the hands of migrant families, delivering essential medical information at the moment it mattered most. As a result, 72% of migrant-background children—who had previously missed essential medical services such as vaccinations—were able to receive health checkups and immunizations.\r<br>The campaign also prompted voluntary participation from over 1,000 public institutions and brands, expanding a new infrastructure for accessing medical information. These efforts helped build a more inclusive healthcare environment. Plus, we generated over 101.6 million impressions in Korea.\r<br> Although it began in South Korea, the campaign quickly drew international attention. Media in the home countries of migrant families—including Campaign Asia, Branding in Asia, Vietnam’s Tiepthigiadinh, Ukrainian media, and PR EDGE—began covering the initiative. This global exposure enabled migrant communities to encounter the campaign more frequently through trusted media from their countries of origin.\r<br>Ultimately, the campaign became an agenda setter. It led to policy discussions with members of the National Assembly, resulting in official forums focused on eliminating discrimination and ensuring equal rights for migrant-background children.\r<br>","is_link":false}],"files2":[{"name":"ME06_002.mp4","type":"mp4"},{"name":"ME06_002_DI01L.jpg","type":"jpg"}],"count":2}