In South Korea, an idea of social communication was able to transform a common object into an instrument of solidarity. The Korean National Police, together with the creative agency Cheil Worldwide, launched the Hope Tape campaign: an adhesive tape printed with the faces and information of missing children.
Each package thus becomes a small vehicle of information and participation, transforming the daily gesture of receiving a package into an opportunity to help families who have never stopped looking for their children. Hope Ribbon was used to package more than 620,000 packages across the country, distributed via major couriers such as Korea Post and Hanjin Transportation.
On each strip of tape there is the original photo of the child, an identikit updated thanks to police technology and a QR code that links to the official app to report any sightings. In this way, every citizen becomes an active part of the research, contributing to disseminating essential information and keeping attention alive on an often forgotten topic.
A campaign born at the right time
The project was launched on the occasion of International Missing Children’s Day, celebrated on May 25, at a time when the pandemic had increased the use of home delivery services. A perfect context to amplify the reach of the message by using parcels as an effective means of spreading awareness.
The Hope Tape campaign recalls the famous milk bag initiative in the United States in the 1980s, when photos of missing children were printed on milk cartons. But this time, technology and social sensitivity come together to create more targeted, interactive and sustainable action. With Hope Tape, South Korea demonstrates how innovation can become concrete solidarity, offering each package delivered a deeper meaning: that of never stopping searching and never giving up.
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