The Hope Tape

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Sometimes, the most powerful campaigns come from the simplest tools used in ways no one expects.

That’s exactly what happened in South Korea.
On International Missing Children’s Day, a roll of packaging tape became a symbol of hope for hundreds of families searching for their missing children.

And as marketers, there’s a lot we can learn from how it was done.

Let me walk you through it.

In South Korea, 661 children had been missing for over a year.
And heartbreakingly, 638 of them had been gone for more than five years.

Time hadn’t made it easier. In fact, it had only made things harder.
Faces changed. Leads went cold. The country moved on.

But the families? They didn’t. They couldn’t.

On International Missing Children’s Day (May 25), the Korean National Police Agency (KNPA), launched a campaign that didn’t rely on billboards or social media ads.

Instead, they used... packaging tape.

Yep. Tape.

They called it: HOPE TAPE- a roll of tape carrying real information about 28 long-term missing children.

And here’s where it gets smart:

• Each tape strip featured a child’s photo from the time of disappearance.

• Next to it? An AI-generated age progression image of what the child might look like today.

• Add to that: physical descriptions, where they were last seen and a QR code.

Scan the code, and you're taken straight to the police app where you can report sightings or search the missing registry.

When marketers talk about “purpose-led campaigns”, this is the gold standard.

It made me think, what tools around us are we overlooking?
What’s our version of HOPE TAPE?

If you enjoyed this breakdown and want more such stories in your inbox, hit reply and let me know. Or forward this to a friend who could use a little inspiration today.

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv

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