Clever Campaign in Korea Seeks to Reduce ‘Verbal Violence’ Directed at Call Center Workers

Just admit it. At one time or another you’ve raised your voice in anger or have been outright rude to someone on the other end of the line at a call center. It happens, you’re human.

But so are they.

And it sometimes goes beyond a simple case of anger or being rude, with call center employees commonly subjected to dehumanizing invective or even verbal sexual assault.


To remind callers that the voice on the other end of the line is a person just doing their job, Seoul-based creative agency AdQUA Interactive, developed an incredibly clever campaign in partnership with GS Caltex energy company.

When a person places a call, rather than an ordinary ring tone, they hear the voice of a call center operator’s family member, such as their child for example saying: “My mom, who I love the most in the world, will help you soon,” or a father saying “My kind, hard-working daughter will be on the line shortly.”

That’ll knock the wind out of your angry sails, eh? Check it out:


After use of the recordings started, “the stress levels of the employees decreased by 54.2%, customers’ kind words increased by 8%, employees feeling respected increased by 25%,” the agency said.

Nicely done. Thank you for reading. Have a nice day.


Advertising Agency: AdQUA Interactive, Seoul, South Korea
Creative Director: Hyunkyoon-Kim
Copywriters: Ayoung Yoon, Olivia Sangjee Park
Executive Creative Director: Hunchul Chun
Producer: Dongkyeong Lee
Account Executives: Junyoung Lee, Minwoo Lee, Hyunwoo Nam
Media Planner: Sooyeon Im
Media Buying: Seungkwan Hong, Seunghyun Yoon, Sooyeon Park

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