"Mom, How Did You Find Me?" LG Uplus Missing Child Prevention Campaign Awarded Police Agency Commendation

[Asia Economy Reporter Seulgina Jo] LG Uplus announced on the 25th that it received a letter of appreciation from the National Police Agency in commemoration of ‘Missing Children’s Day.’ This recognition was given for LG Uplus’s significant contribution to finding and preventing missing children through the ‘Fingerprint Pre-registration’ campaign conducted jointly with the National Police Agency since October last year.

The ‘Fingerprint Pre-registration System,’ which registers fingerprints, photos, and personal information of children under 18, dementia patients, and individuals with intellectual, autism, or mental disabilities upon guardian application, greatly helps resolve the approximately 20,000 missing child cases that occur annually. When children go missing, it takes an average of 3,360 minutes to find their parents, but if the child’s fingerprints are registered in advance, this time is reduced to 1/65.

Since the start of LG Uplus’s campaign, from October 2020 to April 2021, 63,618 children registered their fingerprints through the National Police Agency’s ‘Safe Dream’ application. This is about three times more than the same period the previous year, contributing to widely promoting the system nationwide. Currently, fingerprints can be registered not only through the Safe Dream app or police stations but also at LG Uplus’s 2,200 stores nationwide, where staff provide guidance for fingerprint registration.

LG Uplus’s campaign resonated with many parents concerned about their children’s safety. In March, LG Uplus’s advertisement '[National Police Agency X Uplus] Mom, how did you find me?' won the gold prize at the 29th ‘Good Advertisement Award Selected by the People.’ This video shows the real behavior of children under five giving unexpected answers to questions about their address and contact information, with narration expressing concerns about situations where these children might not quickly return to their parents if they get lost.

Kim Heejin, Head of Brand Strategy Team at LG Uplus, said, “We hope all parents participate in the National Police Agency’s fingerprint pre-registration system, which prevents disappearances and reduces children’s anxiety when separated from their parents to 1/65. LG Uplus will continue to conduct campaigns that can have a positive social impact.”

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