An exam question set by students’ mothers

Regardless of the children’s SAT scores, they mean everything to their parents. To encourage the students, EBS made an exam paper with a question where the students couldn’t get wrong, by using a letter written by their parents themselves as an exam text.

PROCESS

1. Secretly contact the students’ parents and receive a letter written for their children, who have the SAT exam ahead.

2. Set the letter into the respective students’ language section of the exam.

3. The students answer the exam question set by their own mothers. Exhibitions are held, displaying the actual exam answers, so that more people can share their feelings.

Secretly contact the students’ parents and receive a letter written for their children, who have the SAT exam ahead.

Set the letter into the respective students’ language section of the exam.

The students answer the exam question set by their own mothers. Exhibitions are held, displaying the actual exam answers, so that more people can share their feelings.

The campaign itself was executed as an event and exhibition and the film was put up to EBS website, Facebook fan page, EBS blog, Naver TV channel and YouTube. There were a lot of PR articles related to the campaign and OOH had been put up on the metro by the time when test scores were announced. Furthermore, the Healing Exam viral campaign was also made into a documentary film and the film was aired on EBS Docuprime, one of its regular TV programs. And the Healing Exam platform itself.

The Healing Exam film recorded more than 7 million views just two days after the release and was put under highlight from media and produced a lot of PR articles. The campaign itself was also enthusiastically received by the general republic and created into a documentary film, which was aired on November 30th 2015. Students’ replies were collected and displayed at the exhibition. Furthermore, the platform that sends a message of encouragement to college prep students was disseminated across multiple high schools in Korea.

It not only consoled test-taking students but also comforted some people with the heart-felt message and served as a wake-up call to rethink about the grim situation of Korean education.