Table of Contents
In the AI era, are you looking for a reference to ‘smart marketing’?
We deliver useful IT marketing references every Wednesday!
Advances in digital technology have brought about great changes in public interest campaigns. At the center of it all is generative AI, which is hot these days. today Gambling eradication campaign using virtual charactersclass Missing children four-cut campaign created with generative AI technology Let’s look at the cases and how they used AI to spread public messages and bring about real change.
🎰 National Police Agency
National Police Agency
The National Police Agency and financial platform Toss collaborateThe Youth Gambling Eradication Campaign, which highlights youth online gambling problems, Park Do-young, a virtual character created with generative AIThis is a campaign to raise awareness of the dangers and seriousness of youth gambling. Cheil Worldwide participated in the planning, and the goal was to raise awareness not only among youth but also among adults around them.
A message to ‘adults’, not teenagers
This campaign was planned under the belief that the key to solving youth gambling problems is the attention and interest of adults around them. Illegal gambling that looks like a smartphone mini-game makes it easy for children to overlook the seriousness of gambling.At this time, we provide emotional support and proper guidance. The role of adults is importantBecause it does. Above all, we focused on the fact that when parents and teachers recognize and support youth’s gambling problem, it becomes an opportunity to stop the addiction problem. Ultimately, this campaign A message to ‘adults’ about ‘youth’ gambling problemsThat’s it.
‘Park Do-young’, a virtual character created by AI
In the campaign video, Park Do-young is an ordinary teenage boy. It shows how he gradually falls into the swamp of illegal gambling after getting into the odd-even game at the suggestion of a close friend. Park Do-young’s SNS account was operated like a real high school student’s SNS account for 38 days.It is done. especially, Realistic depiction of emotional changes and behaviors caused by gambling addictionI did it. These details were immersive for both teenagers and adults and effectively conveyed the seriousness of the gambling problem.
All posts on Park Do-young’s SNS account were carefully designed based on data from teenagers with gambling experience. During the campaign creation process Interviews with youth and experts who actually have gambling experiencesun Analyzing adolescents’ behavioral patterns, economic ideas, and signs of gambling addictionI did. Based on this data, we used AI to create Park Do-young’s realistic-looking face and SNS content so that the public could naturally empathize with his story.
📸 Missing Children Four Cuts Campaign: Hope realized through AI
Missing Children Four Cut Campaign Video
There is one more recent example of a public interest campaign using generative AI. as soon as, ‘Missing Children Four Cuts’ campaign conducted in collaboration between Life Four Cuts and the National Police Agencyno see.
It was planned by advertising agency HSAD. Using AI technology, a predicted image of the child’s appearance at the time of disappearance and current age is captured in one frame.That was the core idea of this campaign. Additionally, a QR code was inserted at the end of each photo to enable real-time reporting and sharing.
In this process, an algorithm was used to predict the child’s current appearance by analyzing the child’s age, appearance characteristics, and growth process at the time of disappearance. Completed like this Four-cut photos of missing children are automatically printed when you take a photo at the Life Four-cut booth.This makes it easy for anyone to access information on missing children. The campaign is A total of 9,371 citizens participatedAnd 18,742 photos of missing children printedand provided people with information about missing children.
Now, generative AI is resonating with people and contributing to solving social problems. The cases of the National Police Agency I’m already looking forward to what amazing innovations and new possibilities generative AI will show in various public interest fields in the future!
Guest 1: Park Soo-min, Youth Gambling Eradication Campaign at the National Police Agency
Guest 2: Yoon Jung-hoon, Marketing Manager at Life Four Cuts
Host: Today, we’ll be discussing two interesting campaigns that have utilized generative AI for social good. To kick things off, Park Soo-min from the National Police Agency’s Youth Gambling Eradication Campaign and Yoon Jung-hoon from Life Four Cuts’ Missing Children Campaign have joined us. Let’s start with you, Park Soo-min. Could you tell us about the National Police Agency’s campaign and how generative AI was used to create awareness about youth gambling problems?
Park: Thank you for having me. The Youth Gambling Eradication Campaign was launched in collaboration with the financial platform Toss. We wanted to raise awareness about the dangers of online gambling among youth and their influencers – which we believed were the adults around them. To achieve this, we created Park Do-young, a virtual character using generative AI, to tell a compelling story of how a seemingly harmless game can lead to gambling addiction. Our goal was to show that the real problem is not just with the youth but with the adults who may be unaware of the realities of online gambling.
Host: That sounds interesting. Can you tell us more about Park Do-young and how he was created using AI?
Park: Of course. Park Do-young’s story was based on interviews with actual teenagers who had gambling experience, and experts who have worked with gambling addicts. We used AI to analyze their behavioral patterns, economic ideas, and signs of gambling addiction to create a realistic character. Additionally, Park Do-young’s social media account was operated like a real teenager’s account for 38 days, which gave him realistic emotional changes and behaviors that resonated with the audience. The campaign generated a lot of engagement, and people were naturally empathetic towards Park Do-young’s story.
Host: That’s amazing. Yoon Jung-hoon, could
