South Korea is home to around 200,000 children from migrant families, many of whom come from other Asian countries.
Although every child in Korea is entitled to free essential vaccinations provided by the government up to age 12, only 55.2% of children from migrant backgrounds receive them. This gap exists largely because many parents don’t know about the system, face language barriers, or are unsure where to seek help.
To address the issue, the child welfare organisation Chorogusan (초록우산) partnered with creative agency Dminusone to develop ‘The Life-Saving Receipt’ campaign, designed to deliver vital medical information directly to migrant families who might otherwise miss out.
Recognising the importance of meeting families where they already gather, the campaign targeted international grocery stores frequently visited by migrant parents. These stores not only sell familiar ingredients and baby products, but also serve as community hubs where families connect and support each other.
A special receipt was introduced that prints only when parents buy childcare items such as diapers, formula, or baby lotion. At that moment, when parents' attention is focused on their children’s wellbeing, the receipt delivers a timely message: “There’s one more must-have for your baby: essential vaccinations and medical care.”
The receipt provides essential vaccination and medical service information in the customer’s native language, along with a QR code linking to a range of support services offered by Chorogusan in South Korea.
To further extend the campaign’s reach, guides and posters have been distributed to about 1,000 institutions including 40 regional Chorogusan offices, 68 core partner organisations, participating grocery stores, and public institutions, engaging local communities and encouraging ongoing participation.
Campaign's take: It’s genuinely uplifting to see a campaign that cares more about making a difference than selling something. The team behind the life-saving receipt clearly put a lot of thought into how to reach migrant families and help them where it matters most. Using receipts in local shops to share vital healthcare info is a smart, down-to-earth idea. At a time when so many migrants are facing tough circumstances around the world, it’s refreshing, and frankly inspiring, to see organisations like Chorogusan step up with real compassion and heart.
