Creative Awards / Grand Prize
SK

Today, change is happening more quickly than ever. And along with continuing change comes a range of new problems that our society needs to address, which can no longer be tackled by the government alone. Hence, we need tailored solutions to target diverse societal issues.

In catching a colony of mice, a hundred cats may be more effective than a single lion. A social enterprise refers to a firm that sets its chief objective as solving society’s problems while pursuing independent profit-seeking activities. These firms can act as cats for our society.

This year’s “OK!SK” campaign was carried out under the theme of “social enterprise.” Though many agree on the benefits that a social enterprise can bring to society, it remains a difficult concept to grasp for the larger public. Therefore, we focused our efforts on communicating such concepts more effectively to the public.

To do so, we focused on introducing social enterprises operated by SK that are relatively easier to understand, including the “Gooreumae” and “Happy Lunchbox” enterprises. Celebrities Bae Jong-ok and Jeong Jun-ha volunteered as campaign models and I express my deepest gratitude to them once again.

After the campaign, we received a lot of new inquiries and orders on the websites of our two social enterprises, perhaps as proof that our efforts have paid off. Though there is still a long way to go, SK believes that the campaign’s foremost achievement was driving up the public’s interest in social enterprises.

SK will continue to make its utmost efforts to revitalize our social enterprises. I would like to once again express my deepest gratitude to readers and officials at The Korea Herald who made this award possible for SK.

By Noh Chan-kyu. Head of brand management