A Vaccination Gap Hiding in Plain Sight

South Korea’s migrant population has crossed 5 percent, the threshold generally used to describe a country as multicultural. An estimated 200,000 children from migrant families live in the country. Only 55.2 percent of them complete their essential vaccinations, compared with 96.4 percent of Korean children. The care itself is free for everyone. The system around it just was not built with non-Korean speakers in mind, and even Korean parents find the paperwork difficult to navigate.

Local Stores Are the Only Channel That Reaches Them

Migrant communities in Korea tend to settle by country of origin, Arab families near other Arab families, Mongolian families near Mongolian communities, which keeps their daily radius small. Research for the campaign found one place almost every migrant parent visits regardless of background: the local grocery store, stocked with halal food, Vietnamese spices, and other ingredients from home. These stores had already become informal community hubs. The agency treated that as a media insight rather than a shopping detail.

Building The Life-Saving Receipt

The team wrote a new receipt algorithm and installed it on point-of-sale systems in grocery stores across migrant hubs including Icheon, Gimpo, and Incheon. The receipt only triggered a health message when a shopper bought childcare items such as diapers, formula, or baby lotion. That message printed in the parent’s native language: there is one more essential item your baby needs, vaccinations and medical care. A QR code on the same slip linked to vaccination support, medical interpretation, and counseling services.

What The Life-Saving Receipt Delivered

Reports put the reach at 70,000 receipts placed directly with migrant families, and 80 percent of migrant-background children who had previously missed medical care went on to receive checkups and vaccinations. More than 1,000 institutions joined the effort, including 40 regional offices and 68 partner organizations, with support from local supermarket chains and a metropolitan city government. The campaign is reported to have generated over 101.6 million impressions in Korea, and coverage followed in migrant families’ home countries through outlets in Vietnam and Ukraine, among others. It also reached Korea’s National Assembly, prompting a policy forum on healthcare access for migrant-background children, and the work went on to win Bronze at Spikes Asia 2026 in the Media Channels category.

Why This Approach Holds Up

CHOROGUSAN has worked with Korean children for 78 years, and in 2024 alone it provided close to KRW 10.3 billion in support to more than 9,000 migrant-background children, covering vaccinations, medical care, and interpretation. That track record gave Dminusone a foundation to build on. What stands out is what the campaign did not need: no new hardware, no app, no ad buy competing for attention in a language families do not read well. It sat inside a printer every store already owns, triggered by a purchase that already signals a parent’s need.

This campaign is about:Chorogusan, Dminusone, The Life-Saving Receipt, South Korea Advertising, Healthcare Campaigns, Migrant Health, Receipt Media, Vaccination Awareness, Point Of Sale Marketing, Social Impact Advertising, Spikes Asia 2026, NGO Campaigns, Multicultural Marketing, Seoul Advertising Agencies, Public Health Communication, Grassroots Media, Korea Migrant Families, Creative For Good, ChildFund Korea.

Credits
Client: CHOROGUSAN
Agency: Dminusone, South Korea
Creative Director: Donggil Kim, Janghan Kim
Account Executive: Sewon Kim, Yeonju Lee, Doyoon Son
Copywriter: Hongkyun Kim
Art Director: Jiwoo Lee, Jisoo Lee
Production Company: Episode Film, South Korea
Director: Eunwoo Choi

The print campaign uses a line that feels wrong the moment you read it: “I WANT AI TO TAKE MY JOB.” The words appear in child labour environments such as workshops, factories, construction sites, and homes. In each execution, children are shown working instead of learning, playing, resting, and growing up safely.

The idea is not about AI as a saviour. It is about the kind of work no child should be doing at all.

When AI Fear Becomes a Child’s Hope

Most conversations around AI and employment are built around adult anxiety. People worry about careers, income, relevance, and replacement. I Want AI to Take My Job shifts the speaker completely.

Here, the person asking to be replaced is a child.
That change gives the campaign its force. For adults, the idea of losing a job to a machine can feel threatening. For a child trapped in labour, losing that job could mean returning to school, safety, and childhood. The campaign uses that contradiction without overexplaining it.

The supporting lines, including “So I can go to school” and “So I can be a child,” make the message clear. The closing line, “Some jobs should disappear. Not childhood,” gives the work a simple final punch without turning it into a lecture.

A Print Campaign Built on One Sharp Reversal

I Want AI to Take My Job works because it does not try to look futuristic. There are no shiny robots, no digital spectacle, no exaggerated technology language. The setting is grounded in places where child labour happens: physical, ordinary, and uncomfortable.

That makes the campaign feel more immediate. It uses AI only as the entry point. The real subject is not automation. It is the loss of childhood.

The line also has strong editorial tension. It takes a sentence people expect to hear from adults and places it in the mouth of a child. That switch forces the viewer to pause. The campaign does not ask people to feel sorry in a broad, vague way. It makes them face the absurdity of a world where a child could want a machine to take over their work because that work should never have been theirs.

The Human Cost Behind the Idea

The issue behind the campaign remains urgent. According to UNICEF and ILO estimates released in 2025, nearly 138 million children were engaged in child labour in 2024, including around 54 million in hazardous work likely to affect their health, safety, or development.

Those numbers give the campaign a harder edge. AI job loss is often discussed as a possible future. Child labour is already happening. The campaign uses a current cultural fear to redirect attention to a crisis that continues across industries, homes, and informal work settings.

Why the Idea Lands

The best part of this campaign is its restraint. It does not try to solve child labour inside one ad. It does not claim AI will fix the problem. It simply uses a familiar fear to reveal a deeper injustice.

For UNICEF, the print format suits the thought. A single image, a direct headline, and a short follow-up line are enough. The campaign does not need a long explanation because the reversal is already clear.

I Want AI to Take My Job is a strong example of social impact advertising using the language of the moment without becoming trapped by the trend. It is not really a campaign about artificial intelligence. It is a campaign about children being forced into roles they should never have had.

Credits
Copy & Design: Arun Anoop

This campaign is about:
Unicef, I Want AI to Take My Job, AI advertising, child labour campaign, creative print ads, print campaign, social impact advertising, child rights, human rights advertising, anti child labour, education awareness, nonprofit campaign, artificial intelligence campaign, childhood rights, public awareness campaign.

The InkVisible campaign is built on a difficult cultural contrast. Henna is usually linked with celebration, marriage and beauty. Here, it becomes a way to show the violence that many women are forced to hide. According to campaign reports, 1 in 3 married women in Pakistan reportedly face physical and mental abuse from their partners, while many do not report it because of fear, social pressure or stigma around divorce.
 



 

A Wedding Ritual Reworked Into A Safety Message

InkVisible does not rely on shock for the sake of shock. Its strength comes from how closely the visual idea is tied to the cultural context. Henna is already present at weddings, already understood by families, and already associated with brides. By moving the henna from the expected places to the sites of bruises and wounds, the campaign makes abuse harder to ignore.

The visuals show henna forming the shape of a black eye, strangulation marks around a bride’s neck, and injury-like marks on the face. These images are designed to raise alarm and make women aware that they can call a national helpline for support.

Ali Rez, Chief Creative Officer at IMPACT BBDO, said the team focused on the irony that marriage is meant to be celebrated, but can often become the point at which abuse begins. He explained that henna stood out because it is a symbol of a happy marriage, yet could be used to reveal the darker reality many women face after marriage.
 

 

 

How InkVisible Reached Women Beyond The Screen

The campaign was not limited to online film release. Campaign films were played at events and released across social channels. Posters were placed in strategic high female traffic locations across major Pakistani cities. Campaign Middle East also reported plans for billboards and broadcast commercials.

One of the more practical parts of InkVisible was its use of henna artists. These artists, who are often invited to work with brides, were trained to share information on how women could seek help. Henna cones were also printed with the national helpline number, extending the campaign into rural communities and private domestic spaces where conventional media may not reach easily.

This made the idea more than a visual campaign. It used an existing cultural practice as a channel for information. That matters because domestic violence is often hidden inside the home, and many survivors may not have safe access to public conversations around abuse.

From Bridal Henna To Parliamentary Support

InkVisible also reached political spaces. Female parliamentarians in Pakistan’s National Assembly reportedly wore henna as wounds and bruises to support the message. They also amplified the campaign online while encouraging lawmakers to strengthen protections against spousal abuse.

Campaign Middle East reported that the Governor of Pakistan’s largest province and the Prime Minister’s office responded positively to the campaign. Donor agencies were also reported to have joined calls for stronger action against violence toward women.

The campaign also saw a rise in calls to the national helpline immediately after launch, according to reports. While the available sources do not provide specific call numbers, the increase is presented as an early indication that the campaign helped inform women about available support.

Why The Campaign Feels Hard To Ignore

InkVisible works because it does not explain domestic violence from a distance. It takes a familiar ritual and changes where people are forced to look. The campaign understands that in a conservative social setting, a public service message needs more than visibility. It needs cultural entry points, trusted messengers and a path to help.

The film and posters create the emotional entry point. The trained henna artists and helpline printed henna cones create the practical route. The involvement of parliamentarians gives the campaign public pressure. Together, these pieces give InkVisible a sharper role than awareness alone.

For more campaigns in this category, visit Campaigns of the World’s Film and Video section

Credits
Agency: Impact BBDO Dubai
Agency Art Director: Minhaj Rafi
Brand – Marketing Manager: Saman Ahsan
Chief Creative Officer: Ali Rez
Creative Director: Rana Sadek
Editing Company: IMPACT BBDO Dubai
Editor: Sanil Chandran
Executive Creative Director: Nasir Qureshi
Film Director: Neelay Shah
Film Production Company: DejaVu
Music Composer: Zohaib Kazi
Producer: Manasvi Gosalia, Maarouf Bekdash, Kavya Iyer, Rafic Sawaya
Regional Agency Group: Omnicom Advertising Group
Writer: Maya Sfair

This campaign is about:
InkVisible campaign, UN Women, Impact BBDO Dubai, domestic violence campaign, Pakistan campaign, henna campaign, women’s safety, spousal abuse awareness, Film and Video campaign, social impact advertising, public service campaign, gender equality campaign, women protection, Déjà vu Films, national helpline campaign, creative advertising, Pakistan.

Every October, brands paint their logos purple, share hashtags, and post supportive messages for Domestic Violence Awareness Month. But this year, one brand took a very different approach — one that didn’t just talk about awareness, but quietly built it into the act of shopping itself.

Meet “Aid to Cart”, a deeply human campaign from GlassesUSA.com in partnership with The National Domestic Violence Hotline. It’s a campaign that transformed a simple e-commerce action — adding something to your cart — into a subtle yet powerful moment of reflection.

The Spark Behind the Idea

Think about oversized sunglasses. To most of us, they’re a statement piece — a stylish way to channel our inner movie star. But for many survivors of domestic abuse, those same frames can hide something else entirely: the marks of violence they’re forced to cover up.

That uncomfortable truth became the emotional center of the campaign.
With the haunting message, “Sometimes people buy oversized frames not to follow a trend, but to hide,” GlassesUSA.com invited viewers to see eyewear through a different lens — not just as a fashion choice, but as a silent cry for help.

Turning Commerce into Compassion

Instead of using their website to push sales or promote discounts, GlassesUSA.com did something refreshingly rare in the retail world — they paused the selling and prioritized helping.

Visitors who clicked on the campaign were taken to a dedicated, non-commercial landing page, offering:

• Direct access to The National Domestic Violence Hotline
• Educational resources on recognizing signs of abuse
• Guidance on how to support loved ones in unsafe situations

In other words, it wasn’t about converting shoppers — it was about connecting them to support.

The brilliance of “Aid to Cart” lies in its simplicity: it took a space designed for consumption and turned it into one of compassion.

A Visual Message That Speaks Volumes

Visually, the campaign didn’t need much. No dramatic imagery. No shock tactics. Just the familiar — a pair of oversized sunglasses — reframed in a way that made people stop scrolling.

The restraint in the visuals made the message hit even harder. It wasn’t about pity or fear; it was about awareness and empathy. That’s what made “Aid to Cart” not just memorable, but meaningful.

Why This Campaign Matters

In an age where “purpose-driven marketing” often feels more like a buzzword than a belief, GlassesUSA.com managed to strike the right balance. They didn’t hijack a cause to sell products — they used their platform to serve one.

Here’s why it worked so well:

• Authenticity first. The campaign wasn’t performative — it was rooted in empathy and real partnership.
• Collaboration with credibility. By teaming up with The National Domestic Violence Hotline, the brand ensured genuine impact.
• Quiet storytelling. Sometimes, the most powerful messages whisper rather than shout.

In short, it’s a perfect example of how advertising can be more than marketing — it can be a mirror that makes society take a second look.

Lessons for Brands and Creators

If you’re in marketing or advertising, “Aid to Cart” offers a masterclass in thoughtful creativity.
Here’s what other brands can learn from it:

1. Lead with humanity. Before you chase metrics, understand the emotion you’re trying to spark.
2. Design for awareness, not just action. The best campaigns don’t end at conversion — they start conversations.
3. Partner with purpose. Collaboration with credible organizations gives your message depth and trust.
4. Use your platform wisely. Even a product page can become a place for change if used intentionally.

A Campaign That Reminds Us Why Creativity Matters

At its core, “Aid to Cart” is more than a campaign — it’s a reminder of what creativity is supposed to do: make people feel something.

By weaving empathy into the fabric of e-commerce, GlassesUSA.com proved that digital spaces can do more than sell. They can listen. They can help. They can heal.

In a time when online shopping feels so transactional, this campaign turned every click into a quiet act of awareness — and that’s a message worth adding to every cart.

This campaign is about:
Aid To Cart Campaign, GlassesUSA.com Campaign, Domestic Violence, Awareness Campaign, Purpose-Driven Marketing, Creative Advertising Campaigns, Emotional Storytelling, Brand Social Responsibility, Marketing With Empathy, Impactful Brand Campaigns, Cause-Related Marketing, E-Commerce Social Impact, Corporate Social Responsibility, Meaningful Marketing Campaigns, Social Impact Advertising, Digital Marketing

Turning Blame into a Call for Action

In the wake of every school shooting, politicians are quick to point fingers at video games rather than push for stronger gun laws. Change The Ref and WebCore Games decided to challenge that scapegoat narrative with a creative weapon of their own—a video game built to educate players about life-saving gun legislation.

Based on real data from tragedies like Parkland, Columbine, and Sandy Hook, The Final Exam places players inside a chillingly realistic American high school. It’s not about shooting enemies or scoring points—it’s about survival, awareness, and the urgent need for reform.

A Game That Teaches, Not Entertains

Unlike traditional games, The Final Exam doesn’t offer an escape—it delivers a confrontation. Every choice a player makes highlights the devastating consequences of gun violence and the importance of common-sense legislation. Through interactive storytelling, it transforms statistics into emotion and emotion into action.

Creativity with a Purpose

What makes this campaign stand out is how it redefines what video games—and advertising—can do. By turning a medium often blamed for violence into one that advocates for peace, Change The Ref and WebCore Games created more than just a campaign. They created a movement.

It’s a powerful reminder that creativity, when driven by purpose, can do more than capture attention—it can spark change.

Credits
Advertising Agency: Energy BBDO
Brand: Change The Ref

This campaign is about:
Creative Advertising Campaign, Purpose-Driven Marketing, Anti-Gun Violence Campaign, The Final Exam, Change The Ref, WebCore Games, Social Impact Advertising, Video Game Activism

What If the Greatest Superpower Was Simply Being Seen?

What if the greatest superpower a child could have wasn’t flight, invisibility, or strength—but the simple act of being seen?
That’s the powerful idea behind Safehaven Toronto’s newest campaign, developed in partnership with The Local Collective. The campaign turns a familiar childhood fantasy into a thought-provoking message about inclusion, empathy, and the right to be visible.

For generations, many of us were taught a polite lesson: “Don’t stare.” While well-intentioned, this behavior has often led to something unintended—the invisibility of children with medical complexities. Safehaven Toronto’s latest initiative challenges this ingrained instinct, urging people to look again, to see these children not through the lens of their conditions but through their humanity—their laughter, dreams, and boundless imagination.

The Campaign’s Heart: Seeing the Unseen

At the center of the campaign is a moving film that asks children a simple yet profound question:
“If you could have any superpower, what would it be?”

For many kids, the answers are playful—flying, invisibility, or super strength. But for medically complex children, the meaning of invisibility takes on a deeper layer. The campaign reframes this common childhood wish, reminding audiences that for some, invisibility isn’t a fantasy—it’s a painful reality created by society’s discomfort and avoidance.
Larissa Smit, Senior Director of Strategy and Innovation at Safehaven Toronto, explains,

“These children and families are extraordinary, but too often, they’ve been invisible—not because people don’t care, but because society has been taught to look away. We want people to see these children for what they truly are—kids with the same joy, imagination, and spirit as any other.”

The message is clear: visibility is connection, and being seen is a superpower in itself.

Turning Invisibility Into Belonging

Matt Litzinger, Co-Founder and CCO of The Local Collective, beautifully captures the campaign’s essence:

“This campaign is about removing the veil society has unintentionally placed over medically complex children. They don’t want to be pitied or hidden away; they want to be kids. When we see them, we see their joy, their imagination, their silliness.”

Through this lens, Safehaven isn’t just promoting awareness—it’s inviting Canadians to reimagine empathy. The act of seeing becomes a bridge to inclusion, transforming invisibility into recognition and belonging.

Where You’ll See the Campaign

The campaign rollout is as powerful as its message. It spans cinema, linear TV, connected TV, social media, and out-of-home (OOH) channels. A large-scale OOH takeover at The Well in downtown Toronto ensures the message reaches people right where they live, work, and gather—reminding them that seeing is believing, and understanding begins with looking closer.
Media buying is handled by M&K Media, ensuring the campaign’s emotional storytelling reaches a broad, diverse audience.

About Safehaven: Where Hope Lives

Safehaven Toronto is a not-for-profit organization dedicated to supporting individuals with medical complexities and disabilities. Their mission is to create inclusive environments where individuals can live with dignity, independence, and joy—not defined by their conditions, but by their potential.

With services that include Residential Care, Respite Care, Transitional Care, and Transition to Adulthood, Safehaven empowers its clients and their families to live meaningful lives filled with possibility. Over the years, the organization has touched thousands of lives, making inclusion not just an idea, but a daily practice.
Learn more or support Safehaven’s mission at www.safehaven.to.

Key Takeaway: The Power of Being Seen
Safehaven Toronto’s campaign serves as a gentle yet powerful reminder that visibility can change lives. When we choose to see children with medical complexities—not as different, but as simply children—we unlock their true superpower: the freedom to be themselves.

Because sometimes, the most extraordinary power of all is simply being seen.

This campaign is about:
Safehaven Toronto campaign, The Local Collective, Inclusion in advertising, Medically Complex Children, Disability Awareness campaign, Inclusive marketing, Social impact advertising, Nonprofit Campaigns.