Скачать или смотреть Korean National Police Agency - Knock Knock (case study) Glass Lions Grand Prix Cannes Lions 2023

The Korean National Police Agency's (KNPA) 'Knock Knock' campaign introduces an inclusive police emergency call solution for people in a situation where they cannot speak. An idea that was inspired by Morse code. Based in Seoul, the advertising agency Cheil Worldwide has created this solution that allows victims in dangerous situations to alert the police by tapping on any number, without saying anything.

Knock Knock campaign is announced to reach out to hidden victims of domestic violence, as many cases of such violence could have remained unreported to the police since the outbreak of covid-19.

According to the 'White Paper on Public Safety to Protect the Socially Underprivileged' published by KNPA, domestic violence cases reported to the police in South Korea saw a significant 9% drop in last year compared to 2019. Experts say this does not indicate decrease in domestic violence itself, but is due to the victims not even being able to make emergency calls as they have to stay in the same space with the assailant while contact with the outside is restricted.

With the new solution, people who cannot speak but need police help may dial 112, and when put through to the police, press any number twice as if sending a Morse code. Then the police call handler will send the caller a link to click that will immediately allow the police to track the caller's location and identify the scene through the caller's phone camera in real time. The solution also assists secret chat mode with user interface similar to Google Search page so the caller can communicate with the police with minimum exposure.

“Through Knock Knock campaign, we hope our silent 112 police emergency call system becomes a sustainable solution in which any citizen in danger can reach out to, and any police officer can quickly respond to,” an official of the Korean National Police Agency said.

KNPA and Cheil Worldwide collaborated closely to improve the initial idea by reflecting feedback from police officers at 112 situation rooms, and connecting with KNPA’s 112 emergency call service. The Knock Knock campaign spans digital, social, radio, and out-of-home. The campaign also involved silent 112 call response training of agents at 112 police situation rooms across the country.

AWARDS
Cannes Lions 2023
Shortlist in the Titanium category
Glass Lions Grand Prix
D&AD 2023
Graphite Pencil in Creative Transformation (Services)
Graphite Pencil in Digital Design (New Services & Tools)
Wood Pencil in Direct (Products & Services)
Spikes Asia 2023
Grand Prix in Glass, The Award for Change
Grand Prix in Media
Grand Prix in Mobile

CREDITS
Client: Korean National Police Agency.
Advertising Agency: Cheil Worldwide, Seoul.
Design Agency: Bounce Creative.
Production Company: Junpasang.
Country: Republic of Korea.
Art Director: Taeyul Ko, Suntaeck Kim, Kyunghwa Shin.
Cinematographer: Junsung Yoon, Sungwon Jung, Dongwoo Seo, Kyungsoo Kim.
Copywriter: Seungree Kang, Hyoeun Jeon.
Creative Director: Seongphil Hwang.
Designer: Wanmo Koo, Jeakyun Kim, Sungjin Lee.
Director: Hyungseok Song.
Editor: Jungdae Min.
Executive Producer: Kyounghyun Kim.
Film Producer: Minkyoung Choi.
Flame Artist: Jinhee Lee.
Music Composer: Jawan Gu.
Photographer: Choongsun Park.
Production Designer: Seunghyun Jo.
Sound Designer: David Kwon.
Creative Strategist: Junpyo Kim.
Creative Strategy Lead: Jaeho Kang.
Senior Colorist: Wonwoo Choi.