'The Snow You Are Stepping On' 2020 Public Service Advertisement Award

[Asia Economy Reporter Junho Hwang] "What you stepped on today is someone’s 'eye'.

On the afternoon of the 21st, this was the advertising copy by student Park Yuhyun, who received the highest honor, the Presidential Award, at the Korea Public Service Advertisement Festival. Park, a high school student, submitted an entry in the youth print category at this festival. Through the message of 'eye,' which visualizes tactile paving blocks for the visually impaired, he succinctly and compellingly expressed that the tactile paving blocks we unconsciously stand on can be 'eyes' for someone, earning him the grand prize along with a 10 million won cash award.

This event, the only public service advertisement festival in Korea, was held online this year under the theme "Connecting Hearts, Connecting the World" to prevent the spread of COVID-19. A total of 1,363 entries were submitted across four categories?TV storyboard, print, UCC, and emoticons?in the general, university, and youth divisions. There were 27 award-winning works. Choi Younggyun, the head judge of the contest and president of the Korean Advertising Association, commented, "There were many high-quality works on diverse themes, and through the Public Service Advertisement Festival, we could see the ever-developing creativity of Korean advertising."

Kim Giman, president of the Korea Broadcast Advertising Corporation, said, "We will continue to do our best to create various communication platforms through public service advertisements to cultivate mature civic consciousness so that all of us can dream of a better society."

Meanwhile, the award-winning works can be enjoyed at the online exhibition hall open until the end of this year. Visitors can experience public service advertisement works in a unique way, as if enjoying a game.

This content was produced with the assistance of AI translation services.