Since the Korean War of 1950, the 'Ministry of National Defense's Agency for Remains Recovery and Identification' has excavated the remains of 10,000 fallen soldiers. But even today, 98% of them remain unidentified, stored in a lab instead of finding peace in the National Cemetery.

To identify these fallen heroes, we need DNA samples from as many people as possible. Since the chaos of the war made it nearly impossible to maintain systematic records of those who served. Right now, DNA comparison is the only way to bring the fallen service members home. But sadly, many people don't know about this, and the hassle of the DNA collection process makes it even harder. How can we create an easier process that encourages more citizens to participate?

We focused on the fact that toothbrushes, which people regularly replace, contain traces of DNA. Based on this insight, Korea's leading toothbrush brand 'PERIOE' has partnered with the 'Ministry of National Defense's Agency for Remains Recovery and Identification' to launch a new campaign for identifying fallen Korean War soldiers' remains. The campaign operates through a simple exchange system: participants can purchase a HERO toothbrush and send their used one to the Agency in a specially designed package, receiving a rebate for their purchase.