Stop Downloadkill
Busan Metropolitan Police Agency
Issue 47 | June 2018
Agency
Cheil Worldwide, Seoul
Creative Team
Chief Creative Officer (CEO & President) Jeongkeun You Copywriter Seungree Kang Creative Director/Art Directors Hyungkyun Oh, Seongphil Hwang
Production Team
Production Designer, Junpasang Production Seunghyun Jo Executive Producer, Junpasang Production Kyounghyun Kim Sound Production Company Kiss FM (Seoul)
Other Credits
Account Director Weonil Lee Account Executives Hyungwoon Kim, Seungjun Na
Date
October – December 2017
Background
Hidden camera sex crime is a serious issue in South Korea. It has increased by 540% in the last eight years. Even the president has come forward pressing government ministries to resolve the issue of illegal voyeur videos.
Secretly filmed videos of women in changing rooms and toilets were uploaded every day, including secretly filmed videos of women performing sex acts.
The victims of these videos were often so ashamed, they committed suicide.
The law punished only the people making the videos, not the ones watching them.
Idea
The idea was to make videos the peeping Toms would never want to watch again.
Up to 170 fake videos were posted up on platforms peeping Toms used. But in these videos, the women seemed to become scary ghost-like characters at the end of the film. Titles read: You could be the one pushing her towards suicide. Police are monitoring this site.
Results
51,399 Peeping Toms downloaded the fake videos. And were sufficiently shocked to desist from watching any more of these illegal voyeur movies. Circulation of voyeuristic videos dropped by 21% in the following weeks.
Featured in all major news channels nationwide and in over 100 media channels globally, the campaign reached over five million people and led to several prominent female Koreans announcing their support.
Our Thoughts
This is one of several ideas (see The PatientSafe Network on pages 66-67 and The Foundation for Special Projects, pages 62-63) in which ad agencies have done more than just help public service organisations get the message across, they’ve helped them do their jobs. This is how creative technologists are transforming both advertising and business, providing services and platforms that are of real value to people. Brands can learn a lot from this. In creating utilities, they create meaningful relationships and lasting loyalty.
Where most case studies brag about increased numbers of one sort or another, I love the fact this talks about the decreasing number of downloads as a direct result of the unnerving ‘Big Brother Is Watching You’ message.