A voice for those who can't speak / KOREAN NATIONAL POLICE AGENCY "Knock Knock"

The problem

In Korea, reporting rates for domestic violence are low, and during the pandemic, victims and abusers spent more time together in the same space. Reports to police actually dropped 9% compared to the year before. If you speak, the abuser might notice. Some people tried reporting by pretending to order delivery food, but not everyone could pull that off, and operators couldn't always catch on either.

The insight

What was needed was a way to get the message across for certain, without making a sound. The Korean National Police Agency and Cheil Worldwide landed on the idea of Morse code. The system had to be simple, effective, and something people could keep using. Those were the conditions.

The idea

After calling the emergency line 112, all you have to do is tap the screen twice, and a link gets sent. From there, police can locate you, remotely check the scene, and communicate through chat without you having to speak. The system was spread through places women often visit, like beauty YouTube channels and nail salons.

What happened

4,800 police officers nationwide were trained on the system, and reports increased by up to 42%. 5,749 links were sent, and "Knock Knock" became an official emergency reporting method in Korea. It won the Grand Prix in the Glass Lion category at Cannes Lions 2023 — the first time a Korean government agency had won there.

Afterthought

Thousands of operators are standing by, and hundreds of thousands of police officers are ready to move. The creative team wanted to show that victims are never alone or powerless. Giving a voice to those who can't speak — with just two taps.

Awards

• Cannes Lions Grand Prix 2023

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