SUMMARY OF THE WORK* (500 WORDS)

① BACKGROUND

Over the past eight years, South Korea has witnessed a staggering 718% increase in domestic violence cases. Alarmingly, only 2% of these incidents are reported to the police. The primary factor contributing to this underreporting is the reluctance of victims to speak out when they are in the same space as their abusers. The question arises: How can the police assist a victim who cannot freely communicate?

② IDEA

Inspired by Morse code, we created a solution that enables endangered victims to alert the police without saying a word. Upon dialing 112, they simply tap any number twice, and a link is sent to them. This link allows the police to remotely monitor the situation through the caller’s camera, trace their location without the need for a location-based service (LBS) request, and secretly chat with them through an app cleverly disguised as a Google search page. This discreet communication ensures the perpetrator remains unaware, enabling the police to take swift and precise action.

*112 is South Korea’s emergency number, similar to 911

③ STRATEGY

To introduce this innovative method of alerting the police, we strategically disseminated information through beauty channels, nail and hair salons, and other spaces frequented by women.

④ EXECUTION

This new type of emergency call approach was introduced to 4,800 police call handlers nationwide. The campaign was introduced on the Korean government’s YouTube channel and their official blog, and widely publicized through OOH media at police stations and government offices nationwide.