- Overview
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This book is a compilation of interesting public campaigns from around the world that brought change with emotion, empathy, and participation.
- Book Intro
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A public campaign is a plan for properly explaining public issues to the public and achieving a desired purpose. What is the driving force behind the public's interest, support, and voluntary participation in these public campaigns?
South Korea, in the past, conducted a public campaign with a message urging parents to have no more than two children. At a time when the television news viewership and newspaper readership were high, the country generated high interest and participation simply by creating a policy and exposing it to the media. However, we now live in a very different world.
The media consumption environment has changed from supplier-driven (government) to consumer-centric (citizens). Today, public campaigns have evolved to be distinctly different in a brand-new media environment. One example is "Mun Jae-in 1st Avenue", a "policy shopping mall", using the concept of a popular online shopping mall ('11st'), which was a hot topic of conversation in the last presidential election. Kill Mosquitoes with a Motorcycle, written by the head of public communication of Busan Metropolitan City, explores interesting public campaigns from around the world. These campaigns were successful in garnering public participation in fields that are typically seen as being humorless. One such case is the Moto Repellent campaign in Thailand, which is alluded to in the title. To combat rampant mosquitoes in the slums of Bangkok, Thailand, the campaign planners focused on something that could readily be seen all over the city: the motorcycle. A device containing natural mosquito-fighting ingredients was fitted to the exhaust of motorcycles to be sprayed in narrow alleys, similar to the fumigation trucks that are well-known to anyone who grew up in Korea in the 70s and 80s. This creative public campaign gained great exposure around the world through traditional media coverage and social media.
The author guides readers through successful public campaigns and how planners around the world attracted interest, generated voluntary participation, and touched the hearts and minds of citizens.
- About the Author
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Kim Jungryum
Kim Jungryum is a communication expert who has experienced the advertising, marketing, and media sectors through companies including HS Ad, LG Household and Health Care, and JTBC Mediacom. He has been publishing various research results that combine ample field experience and theory, and he won the Rising Scholar Award of the Year in 2017, which is run by the Korean Association of Advertisements and Public Relations. He is currently the secretary in charge of communications for Busan Metropolitan City. He is in charge of producing and operating the city of Busan's 20 official forms of media, including broadcasting, publications, and SNS.
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