In Korea, 70% of sexual violence is caused by inequality of power. However, people understand the problem as a matter of gender differences. So Korean Institute for Gender Equality Promotion and Education wanted to awaken people with the facts. But it was almost impossible to get our message across using conventional media because the influence of those in authority is strong. We needed a unique direct marketing tool and a strategic approach that would work even in the conservative social atmosphere where people feel uncomfortable dealing with to any issues related to sex.

The insight was to take advantage of Korea’s widely popular “Kidult Culture” (refers to adults with interests traditionally seen as suitable for kids) in order to appeal to our target audience. The ‘Figure it out’ figurine was launched and distributed in collectable stores. The series displayed ordinary situations between two people of different hierarchy at the university, office, and the army. However, when you press the button, it reveals a shadow of truth on the wall showing those in authority as perpetrators committing a sexual crime. Its unexpected twist was the message and was impactful in the way it communicated the facts. The figurines were sent via direct mail to offices where power inequality was evident and sexual violence may be happening behind closed doors to notifying the potential victims with the number to call when such issues arise.

Within the 2 weeks period of the campaign, 10,000 figurines were quickly distributed through direct mail and offline collectable stores. We are continuing to receive anonymous orders via online and have experienced 300% increase in report and counseling calls compared to last year through the hotline number provided on the figurine instructions.