SEOUL, SOUTH KOREA – On International Missing Children’s Day (May 25), Cheil Worldwide and Korean National Police Agency (KNPA) announced the launch of the “HOPE TAPE” campaign, which aims to help find long-term missing children.
In South Korea, 661 children have been missing for over one year, with 638 of them missing for more than five years.
Cheil created a new packaging tape — named “HOPE TAPE” — which contains details of 28 children who have been missing for a long time. With “HOPE TAPE,” boxes delivered will be transformed into a new medium to spread information crucial to finding these missing children.
“HOPE TAPE” 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 a QR code that connects to police’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.
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 said, “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 organizing the HOPE TAPE campaign, we seek to draw attention to this terribly sad situation.”
“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 HOPE TAPE provides real help to families who would not give up on searching their loved ones,” said Seongphil Hwang, creative director at Cheil Worldwide.
Cheil also created a film that shows the process of how HOPE TAPE is made and delivered; promoting in concert with KNPA, Korea Post, and Hanjin Transportation via official websites and social media channels.
Cheil plans to open its design right of HOPE TAPE to companies and organizations who wish to participate in to further spread the campaign.
Credits
SENIOR VICE PRESIDENT Hun Choi, Cheil Worldwide
CREATIVE DIRECTOR Seongphil Hwang, Cheil Worldwide
CREATIVE DIRECTOR Hyungkyun Oh, Cheil Worldwide
COPYWRITER Sekyeong Park, Cheil Worldwide
ART DIRECTOR Miyeon Shin, Cheil Worldwide
ART DIRECTOR Yeowool Kwon, Cheil Worldwide
ACCOUNT DIRECTOR Joohong Min, Cheil Worldwide
ACCOUNT EXECUTIVE Chan Kim, Cheil Worldwide
ACCOUNT EXECUTIVE Kyunghoon Woo, Cheil Worldwide
DIRECTOR Kwangwon Cho, Illri Imagines
FILM PRODUCER Dongjo An, Visionholdings
FILM PRODUCER Sooyoung Yoon, Visionholdings
