The need for child abuse eradication and prevention is continuous interest about child abuse.

Recently the sad story of a 5-year-old child being beaten to death by his stepfather has been arousing public indignation. Child abuse related cases never cease to make headlines. According to the Ministry of Health and Welfare’s report on abused children protection status, the number of child abuse cases rose from 5,578 in 2008 to 22,367 in 2017; 132 children died from abuse in the past 5 years. According to the Korea Institute for Health and Social Affairs’ ‘ a study on abuse experience in different life cycle’, as a result of the research on the experience of abuse of 1,515 children who were between the ages of 9~18, more than half, 57.4%, had the experience of abuse. Child abuse is becoming a greater social issue with time passing.

‘iCARE’ public interest advertisement video production to improve awareness on child abuse

iCARE campaign public interest advertisement series posted outdoor advertisements on bus shelters and subway screen doors

How could a society where child abuse damages are not yet eradicated improve? It requires constant interest in child abuse. People are beginning to think of child abuse as not a family issue but a social issue, but there are still those who think children are parents’ possession and are lenient with physical punishment. We need a change of perspective on children to improve such thoughts.

We need to look at children as beings who have the right to grow up in a safe environment, not as those who can be led in any direction the parents or other adults want them to. So, Hyundai Motor Group began a private and public joint cooperation child abuse awareness enhancement project named ‘iCARE’ with Ministry of Health and Welfare, National Police Agency, and National Child Protection Agency. Under the campaign outdoor advertisement was produced for bus shelters and screen doors with the copy ‘How are you doing?’. It contains the message of raising awareness and enhancing consciousness on child abuse through a twist in a simple hello.

iCARE campaign public interest advertisement video was produced with the concept ‘Look into children’s hearts.’

Video advertisements were also produced. With the slogan ‘Look into children’s hearts,’ they were to raise awareness about child abuse. 3 15-second advertisement videos and 1 heartfelt story 30 second video were produced with messages to improve people’s awareness and trigger actions: ‘Love right’ contains the message of spending time with children and seeing things their way; ‘Look right’ emphasizes the importance of appropriate discipline; and ‘Act right away’ delivers the message of reporting right away if you suspect any child abuse. Shall we take a look at these videos?

iCARE ‘Love right’ shows children doing activities with their parents and delivers the message that children conceive love as not something grand but just spending time with them and seeing the world as they do.

▶ Go see iCARE 'Love right' advertisement video

iCARE ‘Look right’ shows numerous negative words parents carelessly say to their children. It makes one wonder if parents have hurt their children just because they were busy and angry and delivers the message that proper discipline is the right way to show your love to the children.

▶ Go see iCARE 'Look right' advertisement video

iCARE ‘Act right away’ is about a woman reporting a child neglected in front of a house on his own. It delivers the message that you should always report right away without hesitation if you suspect any child abuse around you.

▶ Go see iCARE 'Act right away' advertisement video

Child abuse eradication advertisement contest was also carried out.

Hyundai Motor Group also carried out a child abuse eradication advertisement contest.

iCARE project also carried out a child abuse eradication advertisement contest for college students with Innocean. It was for the purpose of establishing efficient communication strategy for the National Child Protection Agency under the Ministry of Health and Welfare. The best idea selected was ‘finding hidden clues.’ This campaign lets the public know that discovery rather than reporting comes first in child abuse cases and focused on effectively notifying the types and signs of abuse. The best idea team will experience advertisement production and execution while Innocean will provide mentoring to the college students until the campaign is completed.

Hyundai Motor Group has been paying attention to the issue of child abuse continuously.

Hyundai Motor Group has been conducting a child abuse prevention social contribution project, ‘iCARE’, since 2014.

Hyundai Motor Group has been carrying out a child abuse prevention social contribution project since 2014. With the name of ‘iCARE car’, the group conducted the 1st child abuse eradication and prevention PR project. For 4 years, from 2014 to 2018, a total of 78 dispatch vehicles were supported. Through the vehicle dispatch, the consultants could save the abused children much quicker when they were working in the field as they were able to visit more homes. This year the group will carry out the 2nd child abuse eradication and prevention PR project which will last until 2022.

After supporting dispatch vehicles for the abused children, this year a campaign to improve awareness on child abuse is being carried out.

Child abuse is a social issue that should be eradicated as it stimulates psychological and physical disability on children and has lasting effects until their adulthood. If you suspect any child abuse, please report to 112. Hyundai Motor Group’s iCARE social contribution project will continue to create a healthy society where our children can escape all kinds of abuse and grow up happily.