Billboards in Seoul Transformed into Evacuation Shelter Signs to Raise Awareness

“We seized upon the irony that while outdoor advertisements were easily recognizable, shelters remained overlooked due to the lengthy ceasefire.”

Image via IDEOT

In the early morning of May 31, 2023, an unknown North Korean projectile sent alarm bells ringing across Seoul. However, according to a recent campaign, citizens panicked as they struggled to locate evacuation shelters, a result of the long ceasefire between the North and the South decreasing the sense of urgency.

The question arose: “How can people easily find evacuation shelters?”

IDEOT, a creative advertising agency based in Seoul, launched the “Evacuation Shelter Sign” a campaign to make shelter locations easily identifiable by transforming outdoor advertising into shelter signs.


 

“Shelters typically reside in the basements of large buildings or subway stations to protect a significant number of people during air raids,” told Branding in Asia.

“We recognized a simple yet potent solution already in place: the large outdoor advertisements.”

“We seized upon the irony that while outdoor advertisements were easily recognizable, shelters remained overlooked due to the lengthy ceasefire. By repurposing outdoor media, we’ve unlocked a new positive function,” he added.


 

Hyun-jin Lee, IDEOT’s copywriter, added, “In light of this, we chose to redefine these advertisements as signs rather than mere outdoor ads, hence the campaign title ‘Evacuation Shelter Sign.'”

The campaign incurred zero costs thanks to the collaboration of numerous media companies aligned with its purpose.

This initiative is garnering acclaim in Korea and internationally, including recognition at the Korea Advertising Awards. IDEOT is gearing up to expand the campaign across Korea.

 

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