Let’s install a non-verbal communication channel on to the school bus!

- A way to talk with a friend sitting in a seat far away

- A way to send pictures and letters to friends

- Selfies taken with the camera installed on the window can be sent to the parents’ phones

- Modification and operation of the school bus of Chungju Sungshim School for the hearing-impaired

- A film developed of the hearing-impaired students’ experiences with the bus, and uploaded online

- A picture book developed based on the stories of the film, that was crowdfunded voluntarily by the public, and also marketed by the public

- Participation of various celebrities on podcasts and social media channels in promoting the campaign

- 35% of Korean population viewed the campaign film.

- Public image of HMG rose to 91% positive. (Whereas before the campaign, it was mostly negative)

- Many expressed their gratitude to HMG for developing a technology that addresses a societal problem.

- 2M people participated in social funding for producing the ‘Chatty School bus picture book’.

- People inspired by the campaign filed for a petition against the government demanding more institutions for the impaired, and as a result the government announced its plans to build 2 new special schools and to instate 66 special classes within regular schools, by 2022.

Hyundai Motor Group(HMG), under the slogan “Together for a better future”, has been trying to effectively instill a positive group image within the public. “Chatty School Bus” campaign is one of those efforts, and a CSR campaign that focuses on the students with impairments, a marginalized class within Korean society. Many people related to, and cheered for, the said students and the vision of HMG behind the campaign.

- Providing a solution that is uniquely Hyundai, for the problem students with impairments face

- To make the public aware of the problem, and to give them a chance to participate and to promote the cause

- To actively utilize the influence celebrities exert on the public

In Korea, special schools for students with impairments are considered NIMBY facilities. As such, not too many of those schools are in existence, and the hearing-impaired children are forced to attend schools far away from their homes. Their commutes are typically between 2 to 4 hours a day, in complete silence.

HMG thought the no one should be excluded from the joy of riding its vehicles. That is why HMG decided that the boring commute hours of these students should be turned into something a lot more fun. This idea, in line with HMG’s vision ‘Together for a better future’, served to reinforce its image as a corporate that serves its social responsibilities, for everyone.