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  • LOTUS :
    LOTUS ROOTS
  • CATEGORY :
    DIRECT LOTUS
  • ENTRANT COMPANY :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    THE PINK GLOVE
  • BRAND :
    KUNDAL PINK GLOVE
  • ADVERTISER :
    KUNDAL
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CREATIVE DIRECTOR :
    EUGENE PARK
  • ART DIRECTOR :
    SEONHAENG LEE/DOYEON LEE
  • COPYWRITER :
    KEVIN KIM
  • AGENCY PRODUCER :
    JISEONG JEON
  • ACCOUNT DIRECTOR :
    JAEHEON SONG
  • ACCOUNT EXECUTIVE :
    KYOUNGSUP SHIN/ HYERY HWANG/ SOMYI JEONG
  • MEDIA AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • PR AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • DIRECTOR :
    SHIN HYUN JEONG
  • ASSISTANT DIRECTOR :
    PARK SU YUN/ KIM SIN HYE
  • EXECUTIVE PRODUCER :
    HAHM GAH IN
  • GRAPHIC DESIGNER :
    LEE HYUN
  • CULTURAL CONTEXT EXPLANATION :
    *In Korea, breast cancer is the most common cancer for women. The number of breast cancer patients has doubled during the past ten years, and Korea has the highest breast cancer occurrence rate in East Asia. However, Koreans have little understanding of breast self-examination largely because of the culture where conversations about women’s bodies and health are still taboo.
    *Korea’s Ttaemiri (scrubbing the outermost layer of skin) culture is a common and a daily routine. Also, Ttae-soo-geon (scrubbing glove) is the most commonly used bath product found in every household and public bathhouses. The Pink Glove is based on this scrubbing glove, a symbol of Korean bathing culture. And this turns into the most effective tool for regular breast self-examination.
    **Kundal partnered with bath-house masseuses also known as ‘Seshinsa’, because they often discover breast cancer on their clients while scrubbing and massaging their clients.
  • CAMPAIGN SUMMARY :
    To raise awareness and to induce regular breast self-examination among Korean women, the Pink Glove Campaign solves the problem in the most Korean way possible. Korea’s Ttaemiri (scrubbing the outermost layer of skin) culture is a common and a daily routine. Also, Ttae-soo-geon (scrubbing glove) is the most commonly used bath product found in every household and public bathhouses. The Pink Glove is based on this scrubbing glove, a symbol of Korean bathing culture. And this turns into the most effective tool for regular breast self-examination. On the surface of Pink Glove, there are Illustrations and descriptions explaining how to conduct a breast self-examination step by step. Which is made through consultation with the Korean Breast Cancer Society. Along with The Pink Glove, a separate instruction card and body care products are included in the breast self-exam kit.
    To further amplify the campaign, we partnered with public bathhouses nationwide and educated Se-shin-sa (professional body scrubbers and masseuses) on how to conduct breast self-exams. Since they often discover breast cancer on their clients while scrubbing and massaging their clients.
  • CREATIVITY/IDEA/INSIGHT :
    Our creative idea is very simple. Turning Korea's unique bath culture of ‘ttae-soo-geon' (scrub glove) into the most effective tool for breast cancer self-examination.
    Through the simplicity and wide availability of the pink glove, we were able to scrub-off the shame surrounding breast cancer in Korea.
  • STRATEGY :
    We first launched the campaign on the Kundal’s webpage for women in their 20s and 30s, a strong target audience that primarily purchases cosmetics online. The result was remarkable with high engagement. The first batch of The Pink Glove sold out within 19 hours of launching. We then launched a second campaign in collaboration with bathhouses across the country, expanding our target audience and spreading the campaign to a wider range of age groups who frequently visit bathhouses. This sequential online and offline expansion resulted in a campaign with a high participation rate and a rare breast cancer self-examination campaign in Korea.
  • EXECUTION & CRAFT :
    • Implementation / Pink Glove Kit distributed online and offline, education on self-examination for breast cancer conducted for ‘Seshinsas (bath-house masseuses)’, promotion of breast self-examination methods for the general public.
    • Timeline / 19/10/2023 – 19/12/2023
    • Placement / KUNDAL official website, nationwide large bathhouses
    • Scale / 900 distribution kits, education sessions for 10 ‘Seshinsas (bath-house masseuses)’, 8 bathhouses
  • RESULT :
    In close to a month, the campaign reached 28 million people, with 62,000 showing active interest. During this period, KUNDAL's official mall saw a 193% increase in visits, and a total of 45,000 people checked breast self-examination methods on the campaign page.
    For the Pink Glove Kits, a total of 900 were distributed online and offline. Initially we planned for 500 kits, however due to high demand, an additional 400 kits were produced after online kit applications closed on the opening day. Also, the kits that were distributed to all eight bathhouses went out of stock on the same day it was distributed.
    Many businesses that saw the campaign in a positive light also supported the cause for free. This included banner ads on the internet broadcasting platform Afreeca TV for about a month, coverage by 10 domestic and international media outlets, and promotional content on Cheil Worldwide's Instagram and magazine.