UNICEF (United Nations International Children’s Emergency Fund) Promo, Case study DON'T TEAR OUT CHILDREN by Cheil Seoul


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Industry Charities, Foundations, Volunteers, Against violence, Human Rights
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Executive Creative Director Joungrack Lee
Creative Director Soora Min
Art Director Hangrae Kim, Chaehoon Lee, Eunbyul Park
Copywriter Sunhwa Chae
Released January 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: UNICEF
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Executive Creative Director: Joungrack Lee (Cheil Worldwide)
Creative Director: Soora Min (Cheil Worldwide)
Art Director: Chaehoon Lee (Cheil Worldwide)
Art Director: Eunbyul Park (Cheil Worldwide)
Art Director: Hangrae Kim (Cheil Worldwide)
Copywriter: Sunhwa Chae (Cheil Worldwide)
Media placement: Proof Of Sheet - Streets At The School Zone - 01/02/2010

Results and Effectiveness
1. The campaign received great attention and hundreds of previously unreported cases were reported through the website of UNICEF Korea. 2. More strict legal actions have been taken against criminals that have hurt the body and mind of our children. 3. More than dozens of parent investigation teams have formed voluntarily to protect our children. Also, legal medical help have flooded in from the society.

Creative Execution
The private body part of the children in the posters had been ripped in the shape of an adult's hand. If you looked more closely, you would find written on the back of the torn hands “Don't tear our children. Dry their tears”. This was part of a UNICEF human rights campaign to help child sexual abuse victims. With desperate hopes of evoking social interest and empathy on this specific topic, UNICEF posted posters in the main street of Seoul. The streets chosen for placing the posters had relatively high crime rates or a large number of government offices and courts. On the poster a website address was indicated which people could access to learn more about the topic and to find ways to contribute to this cause. In this way, UNICEF was able to recruit supporters to share ideas on effective measures and preventions against sex crimes involving our children.

Insights, Strategy & the Idea
Having been alerted by the child sexual abuse case that shocked the Korean society in 2009, the need to raise awareness of such crimes and its victims, the children, has grown.