Campaign Summary
We used the 100th anniversary campaign of Save the Children to attract public attention on verbal abuse to gain public sympathy. We researched and narrowed down 100 hurtful words with two child psychologists. We then selected 297 children and asked them to choose words that were most painful to them and express this emotion through painting.
We invited parents to view their children's paintings, selected 100 best paintings and held online and offline exhibitions for the public. It became the most viewed painting exhibition in South Korea followed by Van Gogh and Chagall. Brand's Top of mind jumped...