SUB CATEGORY :

CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY

COMPANY ENTERING :

INNORED, SEOUL

TITLE :

GREETING MILK

BRAND :

MAEIL DAIRIES

ADVERTISER :

INNORED

AGENCY :

INNORED, SEOUL

CHIEF CREATIVE OFFICER :

ALL INNORED CREATORS

MEDIA AGENCY :

INNORED, SEOUL

MEDIA PLANNER :

ALL INNORED CREATORS

PR AGENCY :

INNORED, SEOUL

PR DIRECTOR :

ALL INNORED CREATORS

FILM PRODUCTION COMPANY :

PAULUS, SEOUL

CHIEF EXECUTIVE OFFICE :

KYUNGSIN KIM

DIRECTOR :

YOHAN JANG

DIRECTOR OF PHOTOGRAPHY :

EUISEON CHANG

CINEMATOGRAPHER :

YEJUN YUN/JUNHUI SEO

PHOTOGRAPHER :

HEEJU KANG

ASSISTANT DIRECTOR :

HYUK LIM/HEE-JAE YANG/NARI KO

EXECUTIVE PRODUCER :

DAHOON CHUNG

PRODUCER :

MINKYU PARK

ART :

STUDIO EDEN

CREATIVE PRODUCER :

SAFFAAN QADIR

LIGHTING :

GIBEON

STYLIST :

SUBIN LEE

POST-PRODUCTION COMPANY :

PAULUS, SEOUL

EDITOR :

JIYOUNG LIM

GRAPHIC DESIGNER :

JUEUN LIM/EUIYOUNG SONG

SOUND PRODUCTION COMPANY :

PAULUS, SEOUL

SOUND :

JONGCHAE SOHN

CAMPAIGN SUMMARY :

The 'Greeting Milk’ Campaign is a brand activity aimed at addressing the rising trend of ‘unattended deaths’ among the elderly population of South Korea. Using a local cultural insight and the practice of daily milk delivery Maeil Dairies turned delivering milk into a way of checking-in with the elderly living on their own. The campaign film activation involving the stories of the elderly living on their own not only captured the attention the South Korean population but enabled the campaign to expand to multiple cities across the country.

In the aftermath of the Korean War, milk was one of the few easily accessible sources of nutrition. Daily milk intake became a familiar routine for Korean consumers over subsequent decades. Each household came to have a milk pouch. These pouches were usually hung outside homes for milk delivery drivers to leave cartons of milk. Maeil Dairies has an established milk delivery network and the company decided to repurpose daily milk delivery as a way to check up on the wellbeing of elderly residents living on their own.

THE BRIEF :

In South Korea, one of the world’s most rapidly aging societies, 1.67 million people aged 65 and above live completely alone. As this number rises, more and more of the elderly endure social isolation and its adverse health effects. Unable to receive timely help, many die a painful, lonely death, referred to in Korean as ‘Godok-Sah’ or the phenomenon of ‘unattended death.’ This refers to the instance of the body being found days, weeks, sometimes months later. In 2020 alone, there were more than 1300 such case across the country.

Maeil Dairies, one of South Korea's largest producers of dairy products, sought to address this worsening social issue.The objective was not only to prevent cases of unattended death but to help the elderly stay healthy.

THE STRATEGY :

Public health workers are usually tasked with visiting the elderly in single-person households but the government resources and spending has not kept up with the rising number of such households. This is where Maeil Dairies decided to address the issue. Starting in Seoul, host to the highest number of elderly single-person households in the country, the company gathered lists of elderly residents living on their own from NGOs and government offices. Those who agreed to participate in the initiative became the beneficiaries of a free supply of fresh milk.
The ‘Greeting Milk’ campaign thus came into being. It is an elderly care system that utilizes daily milk delivery into the milk pouch as a respectful, non-intrusive way of checking up on the health and safety of those aged 65 and above living on their own.

THE EXECUTION :

The initiative started 7 years ago and grew steadily over the years. Eventually 30 districts in Seoul and 200 milk delivery drivers became involved. However, given the yearly uptick in unattended deaths, Maeil Dairies wanted to expand this campaign and to direct public attention to the worsening trend across the country. The company decided to create a campaign film to share stories of the elderly beneficiaries of the 'Greeting Milk' campaign over digital platforms to raise awareness about the issue of elderly loneliness, isolation and unattended death.

THE RESULT :

The campaign film collected more than 15 million views on digital platforms, a number greater than 20 percent of the country’s population. South Koreans on Instagram and Twitter created upwards of 35,000 posts generating close to 100 million KRW in earned media for the campaign.

Greater interest in the issue of elderly isolation resulted in an increase of 138 percent in personal donations to the campaign. The 'Greeting Milk' campaign has now spread to 31 cities across South Korea.

Through the ‘Greeting Milk’ campaign, a total of 18 case of cartons piling up in milk pouches were reported to community centers in 2021. This enabled timely interventions by health workers to ensure the safety of residents on multiple occasions.

The awareness of Maeil Dairies' CSR activity increased twice as much from last year going from 11% to 25%.