"LOOKING FOR WAYS TO CREATE HARMONOES"
Advertising is a persuasive mode of communication that clearly identifies the needs and desires of people and encourages them to take action or change their actions. If advertising really has such a major influence, shouldn't we use that influence to resolve the many environmental and social issues that we face today? Can't we leverage that influence to move people's actions to the right direction? Continual trust in people and advertising is embodied in public service advertising.
PRODUCTION AND BROADCASTING OF PUBLIC SERVICE ADVERTISING
Compared to other advertisements, public service advertisings have a ‘human face’ because they encourage people to change their actions. In 1981, KOBACO broadcast its first public service advertising, ‘Creating an affluent tomorrow through saving.’ Since that time, KOBACO has been addressing various issues such as challenges to the environment, families, and teenagers, enabling people to reach a consensus and change their thoughts and actions. KOBACO is doing more by making strenuous efforts to step closer to citizens by actively developing new advertising media, such as the Internet.
KOREAN PUBLIC SERVICE ADVERTISEMENT AWARD
KOBACO hosts the Korean Public Service Advertisement Award for college students and the general public every year to boost social interest toward public service advertising and to share ideas on solving social issues through advertising. The Korean Public Service Advertisement Award is the only public competition in Korea on public service advertising alone. The number of works submitted exceeds 1,000 works every year. The Korean Public Service Advertisement Award is a mirror allowing us to see the real face of our society, as well as a blast furnace that can combine and mold people's hopes and desires to resolve social issues.
JOINT GLOBAL CAMPAIGNS
Issues such as environmental pollution and global warming have become global tasks that cannot be resolved by the efforts of a single regional community or nation alone. To reach a consensus on such issues at a transnational level, KOBACO is carrying out global public service advertising campaigns. The joint Korea-Japan campaign that has been carried out since 2005 demonstrates the potential for international ties among public service advertising organizations and raises the status of Korean public service advertising.
OPERATION OF THE PUBLIC SERVICE ADVERTISING COMMITTEE
The Public Service Advertising Committee consists of experts in various sectors, such as the advertising and academic sectors and civic groups to promote qualitative improvements in advertisements and for the efficient operation of public service advertising campaigns. The Public Service Advertising Committee makes decisions on key matters related to the production of public service advertisements based on independence and freedom, such as selecting public service advertising themes, setting the direction for production by theme, and reviewing the advertisements that are produced.
