The team decided the idea behind the media strategy was to educate the Korean people as to how to support their national team during the 2002 World Cup.It required an educational process that would reach as many people as possible, something never done before in Korea. It required three stages: to recruit the people to become members of the Red Devils, teach them how to support the Reds and to unify the supporters and the nation through the Reds. The idea was to use a small group of 'official' supporters of the Korean team – the 'Red Devils' and through our communications create a national 'event'.