Lotte Mart × Donggubat, Conduct 'Blue Road Campaign' to Improve Disability Awareness

Models at Lotte Mart are wearing 'Blue Road Campaign' masks and introducing Donggubat products.

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[Asia Economy Reporter Yuri Kim] Lotte Mart announced on the 19th that it will conduct the Blue Road Campaign with the eco-friendly solid cosmetics·daily necessities brand 'Donggubat' to raise awareness about people with disabilities ahead of Disabled Persons Day on April 20.

The 'Blue Road Campaign' is a campaign aimed at eliminating prejudice against the employment of people with disabilities, spreading a culture of working together with people with disabilities, and supporting their independence. On Disabled Persons Day, April 20, employees at eight Lotte Mart Health & Beauty (H&B) specialty stores, LOB's Plus (Zeta Plex, Gangbyeon, Geoje, Suwan, Ansan, Yeosu, Cheomdan, and Pangyo branches), will wear blue masks symbolizing rehabilitation for people with disabilities to raise awareness of Disabled Persons Day.

The blue mask carries the meaning of "leading the impossible to possible." It was inspired by the development and successful cultivation of the blue rose, which was a symbol of the impossible. The bright blue color theme also signifies accepting disability not as a heavy and dark subject but as a topic in everyday life.

Along with the blue mask campaign, until the 27th, Lotte Mart stores nationwide and the Lotte Mart Mall on Lotte ON will hold a 15% discount event on all Donggubat products, including 'Donggubat Correct Shampoo Bar' and 'Donggubat Correct Body Soap.' Donggubat is a company that employs people with developmental disabilities to make products such as 'shampoo bars,' 'body bars,' and 'dishwashing soap,' and practices 'zero waste' by not using plastic in packaging materials. It is one of the companies that values sustainable practices for nature and people, including hiring additional employees with developmental disabilities as sales grow.

Choi Heung-sook, product planner (MD) of Lotte Mart's daily necessities team, said, "To mark April as Disability Awareness Month, we prepared the Blue Road Campaign with the social enterprise Donggubat to draw social attention to people with disabilities and spread a culture where people with and without disabilities work together." She added, "We hope this campaign will give customers visiting the stores an opportunity to rethink Disabled Persons Day and realize sustainable values through eco-friendly products."

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