Woowa Brothers Launch Fundraising Campaign for 'Milk Delivery Checking on the Well-being of the Elderly'

Starting from the end of the year for 3 weeks... Regular sponsorship also available

[Asia Economy Reporter Kim Cheol-hyun] Woowa Brothers, the operator of Baedal Minjok (hereinafter Baemin), announced on the 28th that they will conduct a fundraising campaign called 'Milk Delivery Asking the Elderly's Well-being' (hereinafter Milk Well-being) to prevent solitary elderly deaths.

'Milk Well-being' is a sharing campaign that delivers free milk every morning to the homes of solitary elderly people. If two or more milk bottles accumulate at the front door, the delivery person notifies the family or community center to check on the elderly person's well-being as a care activity.

This Milk Well-being fundraising campaign will be held for three weeks from the 28th to the 17th of next month through the Baemin app. Any Baemin member can participate by making a one-time donation of 20,000 KRW or by subscribing to a monthly regular donation. In the fundraising campaign held for two weeks in August, a total of 1,574 users participated, and about 33 million KRW in donations were delivered.

Woowa Brothers plans to provide winter sock sets not only to the solitary elderly receiving milk delivery (2,397 households) and delivery workers (262 people) but also to all users who participated in the fundraising campaign to commemorate this campaign.

Milk Well-being was first started in 2003 by Oksu Central Church in Geumho-dong, Seoul, to prevent solitary elderly deaths. Woowa Brothers, sympathizing with the purpose, began supporting it in 2012. Goldman Sachs, an investment firm that conducted on-site due diligence to invest in Woowa Brothers, encountered this campaign and partnered with Woowa Brothers to establish a corporation, and they have been jointly conducting elderly care sharing activities ever since. Milk Well-being, which started targeting about 100 households in Seongdong-gu, Seoul in 2003, has now expanded its delivery area and target to 18 districts in Seoul, covering a total of 2,400 households.

Kwon Yong-gyu, Head of Value Management at Woowa Brothers, said, "As the number of elderly living alone increases in the aging society, social interest and support are necessary," adding, "The Baemin app will fulfill its social responsibility as a warm sharing platform so that more elderly people can receive warm attention and greetings every morning."

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