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Category
Popular Culture Impact
Annual ID
OS23_CD010M
About the Work
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. Every day, a free carton of ‘Greeting Milk’ is delivered into an elderly resident’s milk pouch. If the resident does not take the milk and the cartons pile up over two or more days, the milk delivery driver contacts the local community center. This alerts health workers and allows them to check-in with the resident and ensure their safety.
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 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%.
2023 Awards
Total Points: 3
Merit
Credits
Digital Agency
INNORED / Seoul
Production Company
Paulus Co., Ltd. / Seoul
Cinematographer
Junhui Seo
Yejun Yun
Director
Yohan Jang
Director of Photography
Euiseon Chang
Editor
Jiyoung Lim
Executive Producer
Dahoon Chung
Graphic Designer
Euiyoung Song
Jueun Lim
Lighting Designer
Gibeon
Photographer
HeeJu Kang
Producer
Minkyu Park
Sound Designer
Jongchae Sohn
Creative
All Innored Creators
Stylist
Subin Lee
Art team
Studio Eden
assistant director
Hee-jae Yang
Hyuk Lim
Nari Ko
CEO
Kyungsin Kim
Creative Producer
Saffaan Qadir
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