Kakao is an Internet company with a vision to connect people using technology. It’s famous
for its KakaoTalk app, which has 97% market share in Korea.
We’re focusing on users ages 15-39, for whom the mental stresses dangerously pile on from school life, transitioning into work life. These users are very familiar with Kakao’s mascots—using character emojis daily to express feelings.
The Kakao Friends are widely loved because they’re relatable, so we’re going to use them to get people to start opening up and address the stigma of mental health. The characters will serve as a segue to the national mental health hotlines, which are largely underutilized.
The Kakao Friends take the first step in opening up to the people of Korea that mental health affects us all- and that there’s no shame in getting help.
KaTalk character chatbots are used to get people to start opening up. The chatbots
connect users to the nation’s hotlines, which are currently underused.
OOH billboards will show the characters in their happy place during the
day and will shift to show their mental struggles during the night.
Kakao is an Internet company with a vision to connect people using technology. It’s famous for its KakaoTalk app, which has 97% market share in Korea.
Since KakaoTalk has 97% of the market share in Korea, we’re going to focus on users aged 15 – 36, who perhaps would be most influenced by the Kakao Friends characters.
Koreans spend a great deal of time talking daily on Kakao Talk, but the issue of mental health remains largely unspoken about.
The Kakao Friends are widely loved because they’re relatable, so we’re going to use them to get people to start opening up and use the national mental health hotlines that are already available but underused.
The Kakao Friends take the first step in opening up to the people of Korea that mental health affects us all- and that there’s no shame in getting help.
KaTalk character chatbots are used to get people to start opening up. The chatbots connect users to the nation’s hotlines, which are currently underused.
OOH billboards will show the characters in their happy place during the day and will shift to show their mental struggles during the night.
Stronger Together confession booths will be placed strategically in places where people tend to have high stress and need to get something off of their chest.
Stronger Together confession booths will
be placed strategically in places where people tend
to have high stress and
need to get something
off of their chest.