Korean Institute for Gender Equality Promotion and Education has seen weak results in the past with the sexual violence educational programs targeted towards the younger audience in spite of their steadfast efforts. So this campaign had the objective to make the younger audience be more aware of the issue and offer an awakening experience that could possibly lead to more sexual violence reports and counseling sessions.

The ‘Figure it out’ figurine was launched and distributed in collectable stores. The series displayed ordinary situations between two people of different hierarchy at the university, office, and the army. However, when you press the button, it reveals a shadow of truth on the wall showing those in authority as perpetrators committing a sexual crime. Its unexpected twist was the message and was impactful in the way it communicated the facts. The figurines were sent via direct mail to offices where power inequality was evident and sexual violence may be happening behind closed doors to notifying the potential victims with the number to call when such issues arise.

The insight was to take advantage of Korea’s widely popular “Kidult Culture” (refers to adults with interests traditionally seen as suitable for kids) for direct marketing, appealing to our target audience of young to older adults. We used a figurine as our media, strategically displaying and distributing at collectables stores as a surprisingly educational toy rather than a lecture platform to convey the message. The ‘Figure it out’ figurine was launched and distributed in collectable stores. The series displayed ordinary situations between two people of different hierarchy at the university, office, and the army. However, when you press the button, it reveals a shadow of truth on the wall showing those in authority as perpetrators committing a sexual crime. Its unexpected twist was the message and was impactful in the way it communicated the facts. The figurines were sent via direct mail to offices where power inequality was evident and sexual violence may be happening behind closed doors to notifying the potential victims with the number to call when such issues arise.

Within the 2 weeks period of the campaign, 10,000 figurines were quickly distributed through direct mail and offline collectable stores. We are continuing to receive anonymous orders via online and have experienced 300% increase in report and counseling calls compared to last year through the hotline number provided on the figurine instructions.