Baemin-Ministry of Health and Welfare, Family Care Youth Support Campaign

Promoting the Ministry of Health and Welfare's 'Gajok Dolbom Cheongnyeon' Support Policy
with a Shopping and Grocery Concept

Baedal Minjok is launching a campaign with the Ministry of Health and Welfare to raise social awareness about ‘Gajok Dolbom Cheongnyeon’ (Youth Family Caregivers).

Woowa Brothers, the operator of Baemin, announced on the 8th that they have started a promotional campaign for the Youth Family Caregivers policy through an event page within the Baemin app, in collaboration with the Ministry of Health and Welfare and Hope Friends Korea Food for the Hungry International.

‘Gajok Dolbom Cheongnyeon’ refers to youths or young adults aged 34 or younger who are primarily responsible for caring for sick family members. According to the 2022 Social Security Administration statistics, the number of Youth Family Caregivers nationwide is estimated to reach 100,000.

This campaign by Baemin utilizes the popular ‘type test’ trend among the 2030 youth generation. Within the Baemin app, users are presented with a shopping concept where they select three out of nine household items they need. Based on their choices, users are categorized into five types: ‘Pro Cleaner,’ ‘Gourmet Explorer,’ ‘Home Styler,’ ‘All-round Homemaker,’ and ‘Pro Caregiver.’ The page introduces the fact that there are Youth Family Caregivers who choose different items, provides information about the Ministry of Health and Welfare’s support policies, and links to the Ministry’s dedicated Youth Family Caregiver application page. Users who share the event page with others are entered into a draw to win Baedal Minjok gift certificates.

This campaign was designed to use the familiar Baemin brand among the 2030 generation to raise awareness of a somewhat heavy social issue and to help Youth Family Caregivers receive policy support.

Kim Jung-hyun, Head of Value Management at Woowa Brothers, said, “To increase social interest in Youth Family Caregivers who are working hard while taking responsibility for their family’s lives, we aimed to raise awareness through the Baemin shopping concept and help identify Youth Family Caregivers. Baemin plans to carry out various social campaigns together with its customers.”