the problem.
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Sexual harassment is an epidemic in South Korea. The collective culture of South Korea recognizes this problem, but it has only recently gotten attention because of prominent suicides and chat room scandals. This is because cultural taboos about sex create a wall of silence rather than address the problem.
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problem solved.
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TARGET Korean between the ages of 13 - 23. A lack of sex education and the prevalence of inaccurate media lead Koreans to believe that sexual harassment is just the norm. They strive to be virtuous in their relationships, but many times act as bystanders when the topic of sexual harassment is brought up. Korean youth are activists in embryos that need a third party to teach them how to confront social issues.
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CONSUMER INSIGHT In a collective society, it’s hard to speak out and feel that your voice can make a difference.
BRAND INSIGHT Kakao Talk gives a voice to millions of users.
STRATEGY STATEMENT For the Silent Village who needs a way to stand up to sexual harassment, Kakao Talk’s massive platform gives them a voice to one by one change to society. The journey of a thousand miles begins with one step - take that step.
my role.
Strategist
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what i've learned.
Having a voice is a privilege. I realized that as an advertiser, my job is to advocate for someone else.
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We are taking KakaoTalk users on an AR scavenger hunt all over Korea to find where the friends have gone and join in on the conversations themselves. Each location represents a percentage of where sexual harassment happens.
Over time, our empty billboards will be full of people who joined the Kakao Friends in the conversation about sexual harassment.
