The Korean National Police Agency (KNPA) has partnered with creative agency Cheil Worldwide to launch the ‘Knock Knock’ campaign to promote 112 police emergency calls that allow people in a situation where they are unable to speak to request police assistance.
The Knock Knock campaign aims to reach out to “hidden victims” of domestic violence, as many cases go unreported to the authorities since the outbreak of Covid-19, said Cheil.
The agency cited the ‘White Paper on Public Safety to Protect the Socially Underprivileged’, which was published by the KNPA in June, showing that domestic violence cases reported to the police in South Korea saw a significant 9% drop last year compared to 2019.
Experts say this does not indicate a decrease in domestic violence itself, said Cheil, “but is due to the victims not even being able to make emergency calls as they have to stay in the same space with the assailant while contact with the outside is restricted.”
With the new solution, people who cannot speak but need police help may dial 112 and when put through press any number twice as if sending Morse code.
The call handler will then send the caller a link to click that will immediately allow police to track the caller’s location and additionally monitor the scene through the caller’s phone camera in real-time.
The solution also assists secret chat mode with a user interface similar to a Google Search page so the caller can communicate with the police with minimum exposure.
“Through Knock Knock campaign, we hope our silent 112 police emergency call system becomes a sustainable solution in which any citizen in danger can reach out to, and any police officer can quickly respond to,” an official of the Korean National Police Agency said.
KNPA and Cheil Worldwide collaborated closely to improve the initial idea by soliciting feedback from police officers at 112 situation rooms and connecting with KNPA’s 112 emergency call service. The campaign also involved silent 112 call response training of agents at police situation rooms across the country.
This is the second time Cheil Worldwide has partnered with KNPA. It previously created the “Hope Tape” campaign in 2020 which assisted in finding long-term missing children.
Client: Korean National Police Agency
Campaign Title: Knock Knock
Creative Agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Creative Strategist: Junpyo Kim
Art Director: Suntaeck Kim
Art Director: Taeyul Ko
Copywriter: Seungree Kang
Director: Hyungseok Song