To protect the public from unnecessary advertisements, Korean law makes it obligatory that TV shows cover all the brand logos if they’re revealed in the background set or on a piece of clothing.

Usually the black stickers are used to hide the brand logo within TV shows. However, despite all the effort put to make the logo get hidden or unseen, sometimes the sticker make it even more ‘stand out’ conspicuously. Starting from this point, we have decided to develop the original black sticker into a completely New Media.

- Campaign film ON-AIR, that utilized JTBC popular dramas’ footages.

- Inserted paper-type sticker into magazines such as ELLE, BAZAAR, COSMOPOLITAN, ESQUIRE, 28,000 copies distributed.

- #HELPSTICKER photo-shoots in collaboration with ELLE – distribution of GIF available on SNS.

- Executed massive outdoor advertisement using sticker designs, in the middle of hottest places in Korea.

- Distributed stickers through JTBC SNS and ‘STEM’ cafés (3 spots) for free.

Based on the broadcasting rating, obtained nearly 2.3 billion views.

Right after JTBC’s various programs started to put help stickers on the brand logos, not only the press but also the fashion magazines began to show interest in the campaign, and celebrities also supported the campaign. Also, ‘Help Sticker’ itself has been spread out to people smoothly, so that they started to attach stickers on their laptops, smartphones, bags, tumblers, etc. Right after the release of the campaign film, the data of the search volume of 117(school violence call) has drastically increased, and the number of 1366 calls (woman’s emergency call) has also increased by 20% compared to last year.