{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"HEALTH & WELL-BEING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DMINUSONE, SEOUL","is_link":false},{"keyword":"TITLE","content":"THE LIFE-SAVING RECEIPT ","is_link":false},{"keyword":"BRAND","content":"CHOROGUSAN FOR CHILDREN","is_link":false},{"keyword":"ADVERTISER","content":"CHOROGUSAN FOR CHILDREN","is_link":false},{"keyword":"AGENCY","content":"DMINUSONE, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"DONGGIL KIM\/JANGHAN KIM","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"DONGGIL KIM\/JANGHAN KIM","is_link":false},{"keyword":"ART DIRECTOR","content":"JIWOO LEE\/JISOO LEE","is_link":false},{"keyword":"COPYWRITER","content":"HONGKYUN KIM","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"SEWON KIM\/DOYOON SON\/YEONJU LEE","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"EPISODE FILMS, SEOUL","is_link":false},{"keyword":"DIRECTOR","content":"EUNWOO CHOI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In South Korea, all children under the age of 12 are eligible to receive essential vaccinations free of charge. However, vaccination coverage among migrant-background children stands at just 55.2 percent(only half the rate of Korean children). A healthcare system designed primarily around the Korean language, combined with hard-to-access support information, has continued to isolate migrant families in medical blind spots.\r
We aimed to close the healthcare access gap by increasing awareness and participation in essential medical services among migrant families, while igniting a broader social agenda for equitable and non-discriminatory healthcare access.\r
Migrant families tend to form communities in specific neighborhoods based on their countries of origin and rarely move beyond their living radius. Recognizing this pattern, we transformed the local stores they visit every day into key touchpoints for delivering medical information. At the moment parents purchased childcare products, we introduced another essential item for parenting: essential healthcare information—delivered through the smallest receipt-based media.\r
To enable this, we developed a conditional receipt algorithm that printed medical information only when childcare products were purchased and installed a dedicated POS system in local stores located in areas with high concentrations of migrant families. Receipts were provided in each parent’s native language and included QR codes that instantly connected them to vaccination support, medical interpretation and counseling.\r
As a result, a total of 70,000 receipts were distributed, enabling 72% of migrant-background children, who had previously lacked access to essential medical services, to receive health checkups and vaccinations. More than 1,000 public institutions voluntarily joined the initiative, expanding the infrastructure for accessing medical information. By ensuring that language and country of origin no longer function as barriers to healthcare, the campaign fostered a more inclusive medical environment and generated sustainable social impact, ultimately extending into policy forum at Korea National Assembly.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Preventable diseases like tuberculosis, measles, and rotavirus are no longer high risk in South Korea. Under the national immunization program, children under 12 receive vaccinations free of charge. Yet this protection does not reach everyone. Among children from migrant backgrounds, vaccination coverage is only 55.2 percent (about half the rate of non-migrant Korean families). Korean healthcare systems are built primarily for Korean speakers. Even for Korean citizens, rules and support pathways are complex and difficult to navigate. Limited accessibility and structural complexity push them into medical blind spots, keeping them from essential care. Instead of relying on large-scale media and expecting families to seek help on their own, we chose to reach them directly. Migrant families in Korea form communities by country of origin and remain within a limited neighborhood radius. We revealed that there is only one place they consistently gathered. Local stores—where migrant families visit daily to buy groceries and everyday necessities from their home countries (e.g. halal food, Vietnamese necessities and other ethnic essentials), and which serve as key community hubs in their neighborhoods—became the only viable media space. When parents purchased childcare products, a specially designed receipt delivered essential medical information they had never been told.","is_link":false},{"keyword":"STRATEGY","content":"Our campaign set out to increase awareness and participation in essential healthcare services among migrant families, addressing medical blind spots and access gaps. Beyond this, it aimed to become an agenda setter for equal healthcare rights for migrants.\r
To achieve this, we chose to go directly into the blind spots where migrant families were isolated. If those purchasing childcare products at local markets were parents of migrant-background children, we believed this was where we could reach them.\r
Local markets—visited daily to buy groceries and household essentials—served as true community hubs for migrant families. At the precise moment parents purchased items for their children, such as diapers and formula, we introduced another essential item for parenting they had never been told about: essential medical information.\r
We created the smallest receipt-based media to deliver this message. Through this approach, families were directly connected to essential healthcare services provided by medical institutions, as well as practical counseling offered by the foundation, helping protect their right to health moving forward.\r
","is_link":false},{"keyword":"EXECUTION","content":"1. We developed a new receipt algorithm that conditionally printed medical support information only when childcare products were purchased at local stores, ensuring the message reached parents from migrant-background families.\r
2. This never-before-seen receipt-based POS(Point of Sales) system machine was installed in local stores across key migrant hubs nationwide in South Korea, including Seosan, Eumseong, Chungju, Icheon, Gimpo and Incheon—areas where migrant families actively live and gather.\r
3. To precisely target parents of migrant-background children, this life-saving receipt was issued exclusively only when childcare-related items such as diapers, baby lotion and baby food were purchased.\r
4. Each receipt delivered a message in the parent’s native language, creating the most effective point of contact at the moment when concern for their child was highest:\u2028“There is one more essential item your baby needs: essential vaccinations and medical support.”\r
5. Through a QR code, parents were instantly connected to foundation’s vaccination support programs and medical interpretation services. In addition, essential medical information was provided on a dedicated website in 12 languages, strengthening linguistic accessibility and inclusion.\r
","is_link":false},{"keyword":"RESULT","content":"Through this campaign, a total of 70,000 receipts were placed directly into the hands of migrant families, delivering essential medical information. As a result, 72% of migrant-background children, who had previously been unable to access essential medical services such as vaccinations, were now able to receive health checkups and immunizations. The initiative also led to the voluntary participation of more than 1,000 public institutions and brands expanding a new infrastructure for accessing medical information. Through this, the campaign helped build a more inclusive healthcare environment—one where differences in language and country of origin no longer act as barriers to medical access. Plus, we generated over 101.6 million impressions in Korea. Although the campaign began in South Korea, it quickly drew international attention. Media in the home countries of migrant children—including Campaign Asia, Branding in Asia, Vietnam’s Tiepthigiadinh, Ukrainian media and PR EDGE—began covering the initiative. This global exposure enabled migrant communities to encounter the campaign more frequently through trusted media from their countries of origin. Ultimately, the campaign functioned as an agenda setter. It led to policy discussions with members of the Korea National Assembly, resulting in official forums focused on ensuring equal rights and eliminating discrimination against migrant-background children.","is_link":false}],"files2":[{"name":"ST02_004.mp4","type":"mp4"},{"name":"ST02_004_DI01L.jpg","type":"jpg"}],"count":2}