CU, Nationwide Corporate Vehicles Carrying Child Protection Campaign

[Asia Economy Reporter Seungjin Lee] BGF Retail, in collaboration with the National Police Agency, will launch a public service campaign starting on the 27th that utilizes corporate vehicles for employees nationwide as moving child protection billboards.

BGF Retail introduced the industry's first corporate vehicle support system for CU employees in July last year and currently operates around 200 corporate vehicles across Seoul, Gyeonggi, Busan, Daegu, Jeonnam, and other regions nationwide.

CU corporate vehicles are operated as personal corporate vehicles provided through prior application and as shared corporate vehicles that any BGF Retail employee can reserve via an app to use for the desired time when a vehicle is needed for work.

CU is wrapping promotional banners of the child disappearance and abuse prevention campaign ‘iCU’ on the shared corporate vehicles to raise nationwide awareness about child protection.

iCU is a child protection network built through public-private cooperation based on CU’s nationwide infrastructure, featuring a missing child prevention function where children who have lost their way are temporarily sheltered at CU and handed over to the police or guardians, and a child abuse reporting function that allows witnesses of suspected child abuse to report to the police via the store POS system.

This corporate vehicle public service advertisement campaign originated from an idea by an employee working in a regional area. Since iCU is a public campaign that requires neighbors’ attention, the proposal to use corporate vehicles traveling nationwide to inform more people gained company-wide support and was adopted.

Generally, corporate vehicle wrapping advertisements are used to promote a company’s products or brands due to their high promotional effect.

The promotional banners used in this CU corporate vehicle wrapping advertisement emphasize phrases that convey the iCU campaign message, such as “Mom, if I get lost, come to CU” and “Your prompt child abuse report to 112 saves a child’s life,” designed to be easily noticeable both when the vehicle is stopped and moving.

The promotional banners will be wrapped on both sides of shared corporate vehicles at major locations nationwide and are planned to be expanded sequentially in the future.

Min Seung-bae, Head of BGF Retail’s Business Support Office, said, “We are utilizing CU corporate vehicles traveling nationwide to promote the public service campaign iCU so that more people can take an interest in child protection. Going forward, we will continue to expand public-private cooperation systems using BGF Retail’s unique infrastructure and capabilities to carry out activities that protect the present and future of our children.”

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