The anticipation of waiting on a package all day, expecting the delivery guy to call and then jumping up from your desk and rushing to receive your parcel, is always a delightful experience! What's even more exciting is savouring every moment of unboxing those packages! Unboxing can elicit the emotion of surprise, which in turn can indeed exceed an expectation.
In South Korea, there's another reason to take a close look at your long-awaited package before ripping it open.
These boxes, wrapped with the faces of missing children, have a unique feel to them. In the year 2020, in time for Missing Children's Day observed globally on May 25, South Korean marketing firm Cheil Worldwide collaborated with the Korean National Police Agency to launch the "Hope Tape" Campaign to help bring missing children home.
In South Korea, 661 children have been missing for over a year, and 638 of those have been missing for more than five years as of April 2020. Posters of missing kids can be fixed to walls or lamp-posts, but sooner or later they fade or fall. Along with a lack of personnel and the massive workload faced by individual police officers, pursuing long-term missing children cases often falls to the wayside and the task of tracking down the child is ultimately left to the parents and families.
In its effort to help better this situation, and keep the glimmer of hope alive for the hurting families, Cheil came up with a heart-warming idea and created a new packaging tape – also named HOPE TAPE – which contained details of children who have been missing for a long time. With HOPE TAPE, boxes delivered to every corner of the nation was transformed into a new medium to spread information that are crucial in finding missing children.
Faces and personal information, including physical descriptions and age progression sketches, were printed on the tape for a total of 28 long-term missing children. A QR code directing people to the “Safety Dream” app was also printed, allowing them to report and search missing person cases, as well as register their children's fingerprints on the system's database. Approximately 10,000 rolls of tape were produced and distributed to the state-run Korea Post and Hanjin transportation for use on outbound packages. From May to June, they planned on using Hope Tape to seal boxes and in packing over 620 thousand parcels, to deliver missing children’s information to every corner of the nation.
Reading from a news article published on the Cheil website,
“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,” the KNPA said in a statement. “By organizing the Hope Tape campaign, we seek to draw attention to this terribly sad situation.”
Given the soul-stirring cause of the campaign, it received a great response from the media, and people alike.
Within just a month, more than 630,000 packages were sent across the country with the message, spreading information more effectively than any flyer could. The result was equal to 100,000 flyers distributed per child.
Cheil also opened its design right of HOPE TAPE to companies and organizations who wished to participate and further spread the campaign.
Small things can make a great difference, such as a simple piece of tape on the package reminding families that their children are missing but not forgotten.
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