Actors Lee Hyeyoung and Cha Jooyoung Ask: "Will You Live Like Everyone Else, or Live Differently?"

Saranguiyeolmae Launches New Brand Advertisement Breaking Away from Traditional Advertising Norms
Focuses on the Sense of Efficacy in Giving Without Mentioning "Donation" or "Sharing"
Featuring Actors Lee Hyeyoung and Cha Jooyoung... Released on YouTube Starting August 1

From the left in the 2025 Fruit of Love year-round brand advertisement trailer are actors Cha Jooyoung and Lee Hyeyoung.

The Community Chest of Korea (Chairman Kim Byungjoon) has recently unveiled its "2025 Year-Round Brand Advertisement" to promote the Saranguiyeolmae brand and enhance the value of sharing. Released on August 1 through the Saranguiyeolmae YouTube channel, this advertisement is the organization's first full-scale brand campaign. Unlike previous advertisements, it does not directly mention donation appeals or participation in sharing. Departing from the traditional nonprofit advertising approach that focused on those in need, the new campaign instead conveys a message about a special attitude toward life and the authenticity of sharing.

The advertisement's message was planned based on "Donation Trend 2025: Awakening the Sense of Efficiency and Romance in Giving," published by the Saranguiyeolmae Sharing Culture Research Institute. The report highlights the trend of donation as a means of enriching one's own heart, emphasizing the sense of efficacy that comes from choosing to give. Saranguiyeolmae focused on the idea that donation is "an emotional practice that protects oneself in reality" and "an emotional choice that benefits oneself, even if it is a bit difficult."

Actors Lee Hyeyoung and Cha Jooyoung participated as dual models for the advertisement. Through lines such as "Will you live like everyone else, or live differently?" and "I've never compared myself," the two actors challenge outdated definitions of sharing and encourage viewers to see sharing as an act of self-affirmation. In particular, the contrast between black-and-white and vivid red tones, restrained movements, and firm narration are also reflected in the campaign poster, which features the phrase, "Are you loving yourself right now?" symbolically expressing the message that sharing begins with self-affirmation.