Korea ranked No.1 in elderly poverty rate among OECD members and one third of the population of old people(about 1.75 million people) collect the recycling papers for a living. So the national government presents various plans for them, but only 1% of the older people have benefited from them.

Our goal is to create a social movement that every people can play a role to actually help the elderly people. By hanging public attitudes, we wanted to raise awareness about the issue and increase the number of donators.

The best way to help the older people is not a temporary policy but a change in all of us who just litter the trash on the street that it gets the older people into risk of accidents. So we distributed Orange Ribbon and led people to tie the papers with the ribbon and put a sticker on it. Through a social movement, we wanted to present a positive change in our society.

In order to create a social movement, we started Orange Ribbon campaign in a small town in Seoul in April 2015. We created a video about the issue to generate buzz and have been distributing Orange Ribbon to more and more people.

As a result, Orange Ribbon raised awareness of the elderly people. Lots of people started to notice about the issue and share it via various SNS. Orange Ribbon initiated people to actually tie the recycling papers, and it created buzz from press releases as well as government.

If you tie the recycling papers with the ribbon, it gets easier for them to carry and move. Also, recycling papers do not fall out of cargo cart while moving. At night, the ribbon reflects the light that it decreases the risk of accidents. Orange Ribbon campaign first started from the community center at Sungsu-dong in April 2015. And, we are spreading through Youtube and websites to reach more people, who are unaware of the issue, to actually experience Orange Ribbon.

As a result of direct strategy, the donation rate is increased by 250% and the number of website visitors is increased by 300% up to now. Also, the campaign was exposed to 22,000 people in Seoul and 91.2% of them said they would like to participate to the campaign and 84% of them responded positively to donation. The phone calls flooded in inquiring about Orange Ribbon and a lot of them actually used Orange Ribbon and shared it via various SNS. Orange Ribbon became more popular with press and broadcasting media. Hence, Korea Broadcasting Advertising Corporation decided to air Orange Ribbon campaign on terrestrial and cable TV for free. Moreover, Mr.Lee Mok Hee, a member of the National Assembly, proposed a bill ‘law for the older people who collect the recycling papers’ and we are constantly putting our effort to raise the awareness and the number of donators.