Campaign Promo Video Records 4.25 Million Views Over 3 Months... High Engagement Achieved
‘Hug Toy’ Donated to 1,621 Children at 65 Nationwide Childcare Centers
Hanwha Life Moms Care volunteers are smiling brightly while hugging 'Hug Toy' with children from the orphanage.
[Asia Economy Reporter Oh Hyung-gil] Hanwha Life announced on the 7th that its "Moms Care Campaign," conducted for about three months to help children under 36 months old in orphanages form attachments, has been successfully completed.
The Moms Care volunteer group, composed of female employees and financial planners (FPs) from Hanwha Life, created an attachment doll called the "Hug Toy," which records a heartbeat sound when held. It can convey the heartbeat and pulse to orphanage children who lack parental warmth.
During the campaign, Hanwha Life collected many heartbeat donations. They donated Hug Toy dolls to 1,621 children across 65 orphanages nationwide. Various events using the Hug Toy were held both online and offline, showing significant results.
The Hug Toy campaign video released on social networking services (SNS) such as YouTube recorded 4.25 million views, drawing widespread empathy. Famous celebrities, including singer-songwriter Lee Jin-ah, who composed the background music for the video, supported the campaign, and empathetic comments and shares continued on SNS.
At the Moms Care volunteer center set up at the children's job experience center KidZania, 2,071 people participated in the heartbeat donation activity over a month, showing support for the cause. The funding campaign (providing Hug Toy dolls and playbooklets) conducted on donation platforms Bulkkot and Happy Bean reached its funding goal early within four days and ultimately achieved 787% of the target.
Park Chan-hyuk, head of Hanwha Life's Brand Strategy Team, said, "Based on Hanwha Group's management philosophy of 'Together, Far,' we will continue to make efforts to protect the emotional golden time of children in orphanages."
The Hanwha Life Moms Care volunteer group started in 2014 with 38 female employees and FPs and now has about 100 active members. In cooperation with the Green Umbrella Children's Foundation, they also dispatch child development experts to 10 orphanages. Going forward, they plan to expand the Moms Care project nationwide to orphanages and continue activities to improve the childcare environment, including play programs for the development and emotional healing of children without guardians, childcare teacher training, and program development.
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