In South Korea, 661 children have been missing for over one year, and 638 of those have been missing for more than five years. Traditional posters handed out by relatives have a low level of engagement. Cheil Worldwide Seoul has developed something that people can’t ignore for Korean National Police Agency (KNPA) – packaging tape. The campaign launched to coincide with International Missing Children’s Day.
Cheil’s packaging tape, called Hope Tape, contains details of 28 children who have been missing for a long time. It carries children’s photos taken at the time of their disappearance, their age progression images using KNPA’s technology, and other information including their physical features and places last seen. It also contains QR code that connects to the police department’s dedicated mobile app where people can report and search about missing children, and register fingerprints of their children that can be later used in case of disappearance.
Any package mailed in South Korea can be wrapped in Hope Tape, delivering missing children’s information to every corner of the nation. From May to June, Hope Tape will be used in packing 620 thousand parcels to be delivered across the country through courier service providers Korea post and Hanjin Transportation.
KNPA stated, “We ask for the urgent attention and cooperation of citizens and communities around the country to help give hope and encouragement to families of children who have gone missing. By organising the Hope Tape campaign, we seek to draw attention to this terribly sad situation.”
Seongphil Hwang, creative director at Cheil Worldwide, commented, “With Coronavirus outbreak, people tend to stay home and use more of door-to-door delivery service in that parcels can be a highly effective medium to spread information of missing children. We wish that Hope Tape provides real help to families who would not give up on searching their loved ones.”
Cheil’s film which shows the process of how Hope Tape is made and delivered is being promoted across KNPA, Korea Post, and Hanjin Transportation’s official websites and social media channels.
Cheil plans to open its design right of Hope Tape to companies and organisations who wish to participate in to further spread the campaign.
Credits
Agency: Cheil Worldwide
Senior Vice President: Hun Choi
Creative Directors: Seongphil Hwang & Hyungkyun Oh
Copywriter Sekyeong Park
Art Directors: Miyeon Shin & Yeowool Kwon
Account Director Joohong Min
Account Executives: Chan Kim & Kyunghoon Woo
Director: Kwangwon Cho, Illri Imagines
Film Producers: Dongjo An & Sooyoung Yoon @ Visionholdings
