‘Hope Tape’ Campaign’s Unique Approach to Find Missing Children in Korea

In observance of International Missing Children’s Day today, Cheil Worldwide and the Korean National Police Agency (KNPA) have launched the “Hope Tape” campaign to help find long-term missing children. According to the campaign, 661 children have been missing for over one year in South Korea – with 638 unseen for more than five years.

To raise awareness, Cheil created a specially-designed parcel packaging tape that contains images and information of 28 missing children. The Hope Tape displays children’s photos taken at the time of their disappearance, as well as the images of their possible age progression using technology developed by the KNPA along with other information including their physical features and places they were last seen.

There is also a QR code that connects to a dedicated mobile app where people can report and search for more information about missing children, as well as register their children’s fingerprints that can be later used in case of disappearance.


From May to June, Hope Tape will be used in packing 620 thousand parcels to be delivered across the country through courier service providers the Korea Post and Hanjin Transportation.


“We ask for the urgent attention and cooperation of citizens and communities around the country to help give hope and encouragement to families of children who have gone missing,” the KNPA said in a statement. “By organizing the Hope Tape campaign, we seek to draw attention to this terribly sad situation.”

Cheil also created a film that shows the process of how Hope Tape is made and delivered; promoting it in partnership with KNPA, Korea Post, and Hanjin Transportation via official websites and social media channels.

“With the Coronavirus outbreak, people tend to stay home and use more of door-to-door delivery service in that parcels can be a highly effective medium to spread information of missing children,” said Seongphil Hwang, creative director at Cheil Worldwide.

Cheil will open its design rights on Hope Tape to companies and organizations that wish to participate in efforts to further spread the campaign.

More: South Korean Retail Giant Lotte to Sell 121 Stores This Year

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Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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