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  • SUB CATEGORY :
    RESILIENCE THROUGH CREATIVITY
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    THE CHEERING BANDAGE
  • BRAND :
    THE CHEERING BANDAGE
  • ADVERTISER :
    YOUNG CHEMICAL / FACEBOOK KOREA
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JUNG A KIM
  • EXECUTIVE CREATIVE DIRECTOR :
    JUNG A KIM
  • CREATIVE DIRECTOR :
    JUNG A KIM
  • COPYWRITER :
    TAESEOK LEE/SUNGHA KIM
  • ART DIRECTOR :
    BONGJUN CHA/DAESOO KIM
  • AGENCY PRODUCER :
    BAESUNG KIM
  • ACCOUNT DIRECTOR :
    JUGNWHAN KIM
  • ACCOUNT MANAGER :
    EUISUNG HA
  • ACCOUNT EXECUTIVE :
    BUMSUK OH/KIWOON KIM
  • STRATEGIC PLANNING DIRECTOR :
    JUGNWHAN KIM
  • STRATEGIC PLANNING MANAGER :
    EUISUNG HA
  • STRATEGIC PLANNER :
    BUMSUK OH/KIWOON KIM
  • MEDIA AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • ENGLISH CONTEXT EXPLANATION :
    MARCH 2020, WHEN WHO DECLARED COVID-19 OUTBREAK AS A GLOBAL PANDEMIC, KOREA WAS NO EXCEPTION. THE NUMBER OF CONFIRMED CASES AND DIAGNOSTIC TESTS WAS EXPONENTIALLY INCREASING. AMONG THE COVID-19 MEDICAL TEAMS WORLDWIDE, 1 IN 3 HEALTHCARE WORKERS SUFFER FROM SLEEP DISORDERS, AND 87.1% OF THEM ALSO EXPERIENCE DEPRESSION. AT LEAST 90,000 OF THEM HAVE BEEN INFECTED WITH THE VIRUS, AND MORE THAN 260 NURSES HAVE DIED. BOTH PHYSICALLY AND MENTALLY, THE MEDICAL TEAMS EXPERIENCE IMMENSE PAIN AND ANXIETY. EVEN THOUGH NUMEROUS KOREAN CITIZENS WANTED TO SUPPORT THE EXHAUSTED MEDICAL TEAMS, FOR THE SENTIMENT TO DIRECTLY REACH THE HEALTHCARE WORKERS BATTLING IN THE FIELD 24/7 WAS IMPOSSIBLE. THEREFORE, WE AIMED TO SEND THE CITIZENS’ MESSAGES OF GRATITUDE TO THE EXHAUSTED MEDICAL STAFF. SO, WE ORGANIZED A “CHEERING BANDAGE” CAMPAIGN TO DIRECTLY DELIVER THOSE TOUCHING MESSAGES.