Korea’s sluggish job market resulted in an increasing number of people working part-time, recording more than one million part-time workers in 2015 and expected to increase by 20-30,000 people each year. The majority of part-time workers are teenagers or young adults between 20 and 30 years old, with the minimum wage of KRW 6,000 (USD $5) per hour.

To get a better understanding, Alba Chunkuk conducted surveys on the working environment and contractual obligations of part-time workers in Korea. The results were alarming: 20% of part-time workers weren’t getting paid the minimum wage; 80% were subject to overuse of power in their workplace, and 50% of part-time workers weren’t protected by an employment contract.

Alba Chunkuk wanted a campaign that would support and advocate the value of part-time employees to the Korean workforce by overhauling the standards of employment that its users had come to expect from potential employers.

From May-December 2016, a wide range of campaigns was implemented to shift the general public’s perceptions about part-time workers. Key campaigns include:

• Planning and developing campaign microsite

• Securing celebrity ambassadors, actress Suzy, actor Kang Ha-neul and comedian Lee Kyung-gyu, to be featured on TV commercials on TV and social media

• Constructing a 15-metre wide, 6-metre tall LED media wall titled ‘Voice of Part-Timers’ in the center of Seoul.

• As part of the ‘Alba Income Index,’ analyzing and pitching three-year data on part-timers to Korea’s largest newspaper, Chosun Ilbo

• Through ‘Make-a-Wish Mailbox’ series, more than ten Korean celebrities visited selected part-timers at work, with the video shared through social media

• Through ‘Part-time Heaven,’ sending four college students to Iceland as part-time workers to participate in a whale protection program.

• Contributing to political initiatives through compensation and breakfast delivery for part-time workers on website