A string of recent deaths related to child abuse deaths has incited public outcry over this serious social issue. Over 80% of Korea's child abuse incidents occur within the home, but Korea's Confucian leniency toward physical discipline while raising children has resulted in a low rate of reported incidents. Among those who don't report child abuse, 47% cite ‘minding their own business’ as their reason. In light of these results, the National Child Protection Agency of Korea has emphasized the need to change the average Korean's mind-set regarding child abuse.

Our campaign focused on the statistics revealing the top reason for not reporting child abuse, "minding my own business" (47%). We therefore provided a way for people to interfere more directly.

As people walked by, their shadow formed a barrier between father and child. An electroluminescent sheet highlighted a superhero logo, telephone number (112), and the message, "Be someone's hero and report child abuse," transforming shadow into rescuer.

As our budget was limited, our campaign was designed to maximize its viral reach. Participant photos garnered attention on social media, even being featured in news publications, both locally and abroad.

Our campaign to prevent child abuse was the most successful in Korean history. After the campaign ended, reports for incidents of child abuse increased by 23% for the same period from the previous year. Participant photos inspired over 377,544 shares on social media in just four weeks, reaching over 8,100,000 people. Furthermore, the campaign was covered by 103 publications worldwide (Huffington Post, Metro, Yahoo Japan, Thai TV3, Chiado Editorial, etc.), proliferating itself and going viral in over 50 nations.