Good Hearted Library Project by TBWA\ Korea for Standard Chartered Bank

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Good Hearted Library Project

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Industry Banking, Business equipment & services, Corporate Image
Media Film
Market South Korea
Agency TBWA\ Korea
Released June 2012

Awards

AD STARS 2012
TV/Cinema Produced by non-profit organizations, NGOs or other similar organizations Grand-prix

Credits & Description

The project focused on producing audio books to help out people with visual impairment; The company hired Song Joong Gi, famous TV celebrity in Korea to produce audio books for the blind through voice donations from the public from November 28th last year.

SEOUL, Korea, Aug 28 (Whowired) -- Standard Chartered Korea, which has staged its Good-hearted Library Project, has been awarded the grand prize at this year's Busan International Advertising Festival also known as AD STARS 2012, one of top three internationally renowned events in the world. The company scored the primary prize in the category of Effectiveness at the event in which over 70,000 audience visited while more than 10,000 entries have been competing for best titles at the prestigious advertising competition.

The project focused on producing audio books to help out people with visual impairment; The company hired Song Joong Gi, famous TV celebrity in Korea to produce audio books for the blind through voice donations from the public from November 28th last year. Standard Chartered' move is distinct in a way that it encouraged as many ordinary citizens as possible to join the project as opposed to such common CSR activities where a company does a corporate citizenship activity in an "unilateral" way -- if not all.

Actor Song Joong Gi, the goodwill ambassador of the campaign, has also donated his voice for the cause. And ordinary citizens could do their bits through the Good-hearted Library website or by visiting one of the Good-hearted Voice Donation Zones set up in Seoul Station, COEX, Yongsan Station, SC First Bank Head Office and the Jeil Building, in Seoul. Park Jong-hoon, vice president with Standard Chartered Korea, said "The Good-hearted Library project, as part of the company's branding slogan "Here for good," has opened a new chapter in corporate social responsibility campaign."
[Reference] : whowirednetwork, 「Marketing & Promotion - Standard Chartered Korea's Good-hearted Library Project Won Grand-Prize at Busan International Advertising Festival 2012」 http://whowired.com/?document_srl=116738.