Cannes Lions

The Good Library Project

TBWA\KOREA, Seoul / STANDARD CHARTERED / 2017

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Overview

Entries

Credits

OVERVIEW

Description

We created The Good Library Project an audio book donation program for the visually impaired that does not require money but just your good voice. The main platform is the 3-day voice audition where visually impiared judges pick the right and good voices to be heard to be the next voice donors. Once the audio book is made we upload it on our digital library app and donate digital contents to schools and organizations for the visually impaired.

Execution

1. Launch (1 month): A promotional film launched to introduce each year's theme and drive traffic to the online hub site. The site is integrated to ARS phone service so users can record their voice and experience how voice donation works and apply for the audition.

2. Audition (4-days): Auditions are held for 3 days at an offline venue. We invited visually impaired community to be the judges to choose "good voices." There are 3-steps to become finalist. One - Read an audio script in front of the judges. Two - if you pass you go on to record another audio script. Three - after the audition the audio files are judged by the judges and voice actors to pick the finalist.

3. Recording & Donation (1 month): Once all finalist record the audio book. All audio files are distributed to schools for visually impaired. Smartphone app is also available.

Outcome

- Accumulated $33.7 Million PR Value

- 4,896 1st tier media news coverage

- + 290K On&Offline voice participants

- Donated 6 Audio Books = 3,400 Audio Files

- Re-made into 21,400 Audio and Braille books

- Celebrated 6th season in 2017

- One of the longest CSR Campaign in Korea

- Donated GPS Audio Tour Guide for the blind to Heritage Village in Seoul (Season 4)

- Season 5 and 6 are used as educational text in schools

- Most recognized visually impaired voice donation program

- Introduced on major broadcasting news programs and documentaries

- Awards: 2017 25th People’s Choice Ad Award, 2015 Silver Stevie Award for CSR in Asia, 2014 Smart App Award for Educational Content, 2013 Ministry of Health and Wealth’s SHARE Award, 2012 AD STARS Grand Prix for Effectiveness Category

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