In our busy, loud and sometimes overwhelming world, the plight of people in need often goes unheard, even by those closest to them. Sometimes, all that a charity or cause can hope to do in a given situation is make people aware of what is happening right in front of their noses. Such is the case with North Korea and South Korea, with many South Korean citizens simply not seeing the challenges and threats facing many North Korean Refugees. To combat this lack of awareness, the UNHCR, Cheil Worldwide and the Seoul Museum of Art have come together to produce the Invisible People campaign.
Seeing The Invisible
The campaign is all about raising awareness, and marketing agency Cheil Worldwide have chosen to do this in a rather unique way. They had accurate, miniature 3D models of 30 North Korean refugees created, and then hidden around the Seoul Museum of Art. Visitors to the museum were informed via printed materials of this unusual exhibition, and were given maps to the locations of these invisible people. When they found them, they were able to use their mobile phones to scan the figurine and watch a video of that person telling their refugee story, before sharing their support for that person on the campaign’s Facebook page. The campaign was a huge success, with more than 48,000 museum visitors during its course, and 3.5 million online impressions from shared media.
The Interactive Hunt
Forcing information on someone is the easiest way to ensure they have no interest in the topic. Often, and especially with charity-based advertising, brands mistakenly force information and stories onto the viewers that make them feel uncomfortable and more likely to mentally switch off from that information. The Invisible People avoids this by having museum visitors go looking for the figurines themselves, thereby using their own motivation. By doing this the agency has ensured that they’re going to be more interested in the information as they’ve had to find it themselves.
A Win For Technology
There are a number of smart uses for technology exhibited in this campaign, but the campaign still maintains a very simplistic feeling. The use of 3D figurines was very clever, as it allowed a visual link to be drawn between the museum visitors and the invisible refugees that they may have previously had no interest in. The museum visitors knew that these were real people, who had suffered as refugees and some to South Korea only to be ignored. Of course, it was the mobile scanning and the video stories that brought the entire campaign together. The realness of the personal video narratives made the figurines real for the visitors, and made the entire experience more rooted in reality.
Social Feedback and Interaction
Although it certainly wasn’t a requirement of the campaign, the addition of a social arm in the Invisible People campaign was a success. The Facebook page gave people an outlet from which they could share their changed world-view, and a message of support and love for the refugees who, thanks to the campaign, were invisible no more.