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  • SUB CATEGORY :
    INTEGRATED DIRECT CAMPAIGN
  • COMPANY ENTERING :
    INNOCEAN, SEOUL
  • TITLE :
    MAIL OLD MEDS
  • BRAND :
    MAIL OLD MEDS
  • ADVERTISER :
    KOREAN POST, SEJONG CITY,
    KOREAN PHARMACEUTICAL ASSOCIATION
  • AGENCY :
    INNOCEAN, SEOUL
  • CHAIRMAN :
    YONG WOO LEE
  • CHIEF ACCOUNT DIRECTOR :
    CHUL YUM
  • CHIEF EXECUTIVE OFFICER :
    YONG WOO LEE
  • CHIEF CREATIVE OFFICER :
    JUNG A KIM
  • EXECUTIVE CREATIVE DIRECTOR :
    JOON HO PARK
  • CREATIVE DIRECTOR :
    SANG HYUN LIM
  • ART DIRECTOR :
    HAELIN JEON/CHEONG HYANG WON
  • COPYWRITER :
    HAE GEON SEUNG/MIN JI PARK
  • ACCOUNT DIRECTOR :
    SEON JEONG MIN
  • ACCOUNT EXECUTIVE :
    BITNAWA YU/CHANG-GI HAN
  • BROADCAST MEDIA DIRECTOR :
    SUK HYANG LEE
  • OOH MEDIA DIRECTOR :
    SANG MOO SHIN
  • MEDIA PLANNER :
    KYUNG HO PARK/DONG HWI KIM/HYUN JIN JANG/HYUN MIN SEO
  • FILM PRODUCTION COMPANY :
    APC, SEOUL/TABLOID, SEOUL
  • DIRECTOR :
    KYU YOUNG
  • EXECUTIVE PRODUCER :
    SEUNG GEUN LEE
  • PRODUCER :
    SANG MIN LEE/YU RIM CHOI
  • POST-PRODUCTION COMPANY :
    VISION HOLDINGS, SEOUL/GUST N' GALE, SEOUL
  • EDITOR :
    TAE HEE KIM/KYUNG JUN AN
  • COLORIST :
    JAE HOON JUNG/SO YEON KIM
  • 2D LEAD ARTIST :
    DAE YOUNG JANG/JEONG HEE JEONG
  • CG SUPERVISOR :
    GI SEOK JANG
  • POST PRODUCER :
    ANDY AHN
  • SOUND PRODUCTION COMPANY :
    STONE SOUND WORKS, SEOUL
  • SOUND DESIGNER :
    RAY HONG/DAE SUNG LEE
  • MUSIC DIRECTOR :
    INU HWANG
  • CAMPAIGN SUMMARY :
    Among OECD countries, SouthKorea is ranked Top2 on recycling rate (59%). However, 55% of Koreans replied that they just throw away un-used medicines in the trash or flush them down the drain. 36% said they just leave it somewhere in the house. Then it can lead to drug abuse in the household or pollute the soil or drinking water.
    We found an easy and effective way to raise awareness and educate the public on the consequences when medicines are disposed unproperly. We found the answer in the ‘medicine envelope.’ In South Korean pharmacies, they prescribe the medicines in an envelope.
  • CREATIVITY/IDEA/INSIGHT :
    In Korea, pharmacists prescribe the medication in a paper envelope where one can check the effectiveness, date of prescription and so on.
    We got the idea from this very envelope. We transformed this envelope into a prepaid postal envelope where you can just simply put used medications with your possession and by simply dropping it off in any mailbox, the postal worker from KOREA POST will collect the meds and send it to the incineration facilities.
    ‘Mail Old Meds’ campaign came up with creative idea where people can simply drop it off at a mailbox. This contact less campaign was so simple it made people participate.
  • STRATEGY :
    Our goal is to educate people on the proper way of medicine disposal and encourage active and continuous engagement on the campaign by properly disposing the expired medicine.
    We thought of an efficient and accessible way of informing the process and letting the patients dispose it properly. The Korean Pharmaceutical Association and KOREA POST who is in charge of Korean postal service joined forces.
    We transformed the medicine dispensing envelopes into a medicine disposal envelope, gave it to all who visit pharmacies. The collaboration of each association created a process which enabled individuals to get the envelope in any pharmacy in Sejong and to properly dispose the used drugs without contact..
  • EXECUTION/EXECUTION & CRAFT :
    We selected Special self-governing city Sejong as the target region. Produced the envelopes with the support from the Ministry of Environment, then distributed the envelopes with the help of The Korean Pharmaceutical Association.
    When citizens drop the envelope into the mailbox, then the postmen collected the envelopes containing expired medications and delivered them to incineration facilities so it can be properly disposed.
    Sejong city, where more than 50% of the population is young married couple in their 30s. We aired the campaign in theaters. And with the help of The Korean Pharmaceutical Association, KOREA POST and the local government we also advertised the campaign at public facilities such as city hall, community service center and public offices.
    This campaign has been widely introduced in various news media and KTV (Korea TV, Public policy broadcasting service). Elementary schools in Sejong city began to educate students on appropriate practice of disposing of pharmaceuticals. Also, The ministry of Environment is considering expanding the campaign to Seoul, which is the main hub of South Korea’s policy making.
  • RESULT :
    - expired medicines collected in Sejong city during campaign period: 5,170kg (jan~jun)
    * 345.7% increased YoY
    - Korea TV (Public policy broadcasting service) run a special feature twice
    - Elementary students in Sejong city started education on appropriate practice of disposing of pharmaceuticals
    - The ministry of Environment is considering expanding the campaign to Seoul, the capital of Korea
    -The ministry of Environment announced its plans to expand the campaign nationwide through public broadcasting station (MBC).