Korean National Police Agency - Knock Knock Glass Lions Grand Prix Cannes Lions 2023
The Korean National Police Agency, collaborating with Cheil Worldwide, needed to address a critical issue: a significant drop in reported domestic violence cases during COVID-19, suggesting victims were unable to call for help. They sought an inclusive, sustainable emergency solution for silent victims to discreetly alert police and ensure their safety.
Creative Idea
It turned phone taps into a silent Morse-code-like emergency signal for hidden victims.
The "Knock Knock" campaign by the Korean National Police Agency introduced a silent emergency call solution, inspired by Morse code, allowing domestic violence victims to alert police by tapping numbers, enabling real-time tracking and secret chat, thus providing a lifeline for those unable to speak.
Creative Strategy Deconstructed
Company
The Korean National Police Agency possessed the authority and infrastructure to implement a nationwide emergency response system.
Category
Traditional emergency services primarily relied on verbal communication, leaving non-verbal victims without a direct, discreet way to call for help.
Customer
Victims of domestic violence, trapped with assailants, desperately needed a silent, discreet, and effective method to alert authorities without speaking.
Culture
The COVID-19 pandemic exacerbated domestic violence, highlighting the urgent need for innovative solutions for victims unable to report abuse.
Company
The Korean National Police Agency possessed the authority and infrastructure to implement a nationwide emergency response system.
Category
Traditional emergency services primarily relied on verbal communication, leaving non-verbal victims without a direct, discreet way to call for help.
Strategy:
Empower the vulnerable with discreet, actionable communication tools to overcome situational barriers to safety.
Customer
Victims of domestic violence, trapped with assailants, desperately needed a silent, discreet, and effective method to alert authorities without speaking.
Culture
The COVID-19 pandemic exacerbated domestic violence, highlighting the urgent need for innovative solutions for victims unable to report abuse.
Strategy:
Empower the vulnerable with discreet, actionable communication tools to overcome situational barriers to safety.
Results
Domestic violence in South Korea increased by 718% in the past 8 years (2011-2019, Korean National Police Agency data). Only 2% of domestic violence cases are reported to the police (2018 Survey on Domestic Violence, Ministry of Gender Equality and Family). The "Knock Knock" emergency call system was introduced to 4,800 police call handlers nationwide. The campaign was made known to the public through various channels including beauty channels, nail and hair salons, and other places frequented by women. It received extensive coverage, featured in all major news channels nationwide. The campaign achieved 237 million impressions from social to traditional media. After the campaign was launched, 5,749 links were sent to callers in emergency situations. "Knock Knock" formally became an official emergency call in South Korea.
+718%
increase in domestic violence
2%
cases reported
237M
media impressions
Strategy Technique
Build an Utility, Not an Ad
The strategy focused on creating a tangible, functional emergency call system rather than just promoting awareness. It provided a direct, actionable solution for victims who previously had no means of communication.
Explore Technique
Creative Technique
Unexpected Utility
The campaign repurposed the common phone dial pad into a silent emergency signal, providing a discreet communication method for victims. This innovative use of existing technology offered a vital, non-verbal lifeline in dangerous situations.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional for its brilliant strategic digital craft, transforming a critical social problem into a simple, life-saving digital solution, meticulously designed for vulnerable users and strategically disseminated.
The sophisticated development and integration of the 'Knock Knock' system—enabling silent call detection, real-time camera access, location tracking, and a covert chat mode—demonstrates a high level of technological innovation and execution.
The user experience design, particularly the discreet 'secret chat mode that looks like a Google search page' and the intuitive double-press action, reflects a deep and empathetic understanding of user safety and usability in a crisis.
The campaign's success stems from the seamless integration of a brilliant strategic idea, robust technological implementation, empathetic user design, and targeted media dissemination, creating a truly impactful and accessible lifeline.
