CHOROGUSAN and DMINUSONE launch “The Life-Saving Receipt” to protect migrant children

DMINUSONE in Seoul has unveiled a groundbreaking campaign with child welfare organization CHOROGUSAN, designed to close critical healthcare gaps for migrant children across the country. The initiative, titled “The Life-Saving Receipt,” transforms everyday grocery receipts into life-saving communication tools. It is a simple yet powerful tool to bridge a dangerous information gap.

South Korea is becoming an increasingly multicultural society, with over 5% of the population now having migrant backgrounds. Yet, for many families, language barriers and lack of accessible information prevent them from accessing essential medical care—particularly free vaccinations for children up to 12 years old. Only 55.2% of migrant-background children complete their essential vaccinations, compared to 96.4% of Korean children.

DMINUSONE identified a unique opportunity to turn an everyday action—buying baby products—into a moment of awareness and action.

The Life-Saving Receipt campaign uses purchase receipts at international grocery stores—key community hubs for migrant families—as a new form of media. When parents purchase baby essentials like formula, diapers or lotion, their receipt includes a message in their native language: “There’s one more must-have for your baby—essential vaccinations and medical care.”

Each receipt also carries a QR code linking to information on free vaccinations and medical services, as well as CHOROGUSAN’s wider support programs.

Launched with the support of Babybonjuk, Bebesup, the Korea Supermarkets Alliance and Incheon Metropolitan City, the campaign has already expanded nationwide. Over 1,000 institutions, including 40 CHOROGUSAN offices and 68 partner organizations, have joined the initiative.

In 2024 alone, CHOROGUSAN provided over KRW 10.3 billion in support to more than 9,000 children from migrant backgrounds, covering vaccinations, medical care, pregnancy and childbirth support, and interpretation services for medical treatment.

This campaign underscores how creative solutions can address complex social issues by meeting communities where they are. By reimagining receipts as a direct communication channel, DMINUSONE and CHOROGUSAN are helping to ensure that no child is left behind simply because their family lacked access to critical health information.

Credits
Client: CHOROGUSAN
Agency: Dminusone, South Korea
Creative Director: Donggil Kim, Janghan Kim
Account Executive: Sewon Kim, Yeonju Lee, Doyoon Son
Copywriter: Hongkyun Kim
Art Director: Jiwoo Lee, Jisoo Lee
Production Company: Episode Film, South Korea
Director: Eunwoo Choi