CHOROGUSAN For Children | The Life-Saving Receipt | 2025
How a Receipt Became a Life-Saving Piece of Media / CHOROGUSAN "The Life-Saving Receipt"
In South Korea, there are about 200,000 children from immigrant families. Vaccines are free for them up to age 12, but only 55.2% actually get vaccinated. This campaign used receipts as a way to deliver the information people needed and try to close that gap.
The problem
The vaccination rate among children from immigrant backgrounds is 55.2%, compared to 96.4% for Korean children. That gap had long stood in the way of the support organization CHOROGUSAN.
The insight
The international grocery stores immigrant families often visit aren't just shops — they're community spots where people come to buy ingredients and baby supplies from home. The team realized that the fastest way to reach parents was to speak to them in their native language at the exact moment they were shopping for their kids.
The idea
When someone buys milk or diapers, the receipt prints a message in their native language saying "there's one more thing your baby needs," along with a QR code linking to vaccine information. A piece of paper that would normally just get thrown away became a gateway to information.
What happened
More than 1,000 organizations took part, including 40 CHOROGUSAN locations and 68 partner groups. In 2024, the campaign reportedly delivered support worth more than 10.3 billion won to over 9,000 children.
Afterthought
A receipt is something you usually toss out the moment it's in your wallet. Turning it into a piece of media that saves lives is what I love most about this campaign. There were people who really needed it, waiting in a place nobody was looking.
Featured in
- What Was Already There Became the MediumFrom chalk to banknotes: 11 media nobody had to buy
- When the Paperwork Was the Whole IdeaFrom earnings reports to grocery receipts, 5 ads built around fixed formats
