Cannes Lions

Heals on Wheels

HYUNDAI MOTOR COMPANY, Seoul / HYUNDAI / 2023

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Overview

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Credits

OVERVIEW

Background

From 2015 to 2020, the number of domestic child abuse cases increased rapidly, especially the rate of child abuse by parents during childhood was 82.1%. Due to the lack of independent space in the home and the difficulty of finding appropriate outside locations, many cases of home consultation and treatment progressed in a vehicle, resulting in complaints on the spot such as the narrowness of the space and the difficulty in using audiovisual materials. To solve these difficulties, we have been supporting general vehicles through the iCAREcar Project since 2014 (iCAREcar 1.0, about 15 units per year). Ultimately, we produced a branded film to change perceptions of child abuse, posted it on social media centered on YouTube, elicited empathy from viewers, and showed the public examples of the application of advanced technology for victims of child abuse to raise awareness and encourage participation in child abuse prevention.

Idea

We utilized our technological capabilities to develop mobility solutions combined with digital solutions that support for psychological stability and stress relief for abused children, as well as smooth psychological consultation and treatment.

Strategy

In order to let people know that child abuse is a global problem, we produced a branded film based on a story that does not limit the target audience, and actively utilized digital media that could deliver this to the most diverse targets.

Execution

We developed our own independent digital platform to support abused children and psychotherapists. In this process, the child's brain waves are detected to measure the stress level, and separate 3D content for stress relief is planned and produced. We developed a unique AI technology application that can recognize and separate voices, consult records and stress indicators, etc., and installed it in our own vehicles after special modifications so that it could be used by abused children and psychotherapists.

Outcome

More than 130 articles and TV reports in major domestic media, 48,268,309 views (YouTube and SNS), 5,026 comments, 94,610 likes, 1,831 shares, showed what real support for victims of child abuse looks like. Opinions are generated and disseminated online, leading to public empathy and participation. This project aims to change the perception of the brand as one that strives to play a role with mobility technology that helps various vulnerable social classes beyond simply a means of transportation, recognizing that it is a technology for humanity, not just a technology for humans.

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