LG Uplus and Ministry of Patriots and Veterans Affairs Launch Liberation Day Campaign 'Everyday Life Not Taken for Granted' Highlighting Hawaiian Independence Activists

- SNS Campaign "Unordinary Everyday Life" Running for 3 Years Since 2020, Reappraising Forgotten Independence Activists
- Game-type Content "Aloha, Doknip Run" Created, Donating 815 Won Per Participation to Descendants of Independence Activists

LG Uplus announced that it will hold the third chapter of the Liberation Day commemorative campaign “Everyday Life That Is Not Taken for Granted” on August 15 in collaboration with the Ministry of Patriots and Veterans Affairs.

“Everyday Life That Is Not Taken for Granted” is a unique CSR campaign by Uplus that started in 2020 and is now in its third year. It was launched to raise awareness that the precious everyday life we enjoy today was not given as a matter of course but was protected through the sacrifices and dedication of independence activists, and to re-examine the fading presence of these independence activists.

In 2020, the first year of the campaign, nine female independence activists who were active for independence but did not receive official commendations from the government and thus were not well known were highlighted. In 2021, the campaign spotlighted independence activists who participated in the “Jeju Haenyeo Uprising (1932),” one of the three major uprisings in Jeju. Both Season 1 and Season 2 drew enthusiastic responses, with over 20,000 user participations annually.

This year’s third chapter of “Everyday Life That Is Not Taken for Granted” features gamification content called “Aloha, Independence Run” to revisit independence activists who were active overseas. The game reflects the efforts of independence activists who raised funds in Hawaii and delivered them to the Provisional Government of the Republic of Korea, and will be available from August 11.

The game is designed for easy participation by anyone through simple controls, and for every complete game played, a donation of 815 KRW will be made. After the campaign ends, the collected donations will be delivered to the descendants of the Hawaiian independence activists through the welfare corporation “Warm Companion.”

Additionally, users can customize their own independence activist characters after finishing the game, and an Instagram sharing event using these customized characters will be held. Participants who post images of their customized independence activist characters on their personal Instagram accounts with the required hashtags will be entered into a drawing. A total of 815 winners will receive the Monami Liberation Day edition as a prize.

An LG Uplus official stated, “There are many independence activists who sacrificed overseas for the country’s independence but are not well known,” and emphasized, “We hope this campaign will serve as an opportunity to remember and raise interest in our precious history.”

Meanwhile, LG Uplus has set a vision to become a digital innovation company that leads joy and change in customers’ daily lives, boldly breaking existing stereotypes and running the WHY NOT campaign that offers “joy that crosses boundaries.”