2 Project brief and Mood boards

Project title

The Real Talk: Maternity discrimination in South Korea

Problem

Maternity discrimination in South Korea

Insight

• Why Korean women don't want to have children?

• Why the previous childbirth promotion policies and campaigns didn't work in Korea?

• What can motivate Korean people to have more children?
  

Creative Solutions

• Creative campaigns to motivate people to have children and empower them to be good parents / Rethink about the previous campaigns which didn't work
  

References - films

- The postman

- Children of men

References - sociologists

- Sam Hyun Yoo & Tomáš Sobotka (https://www.demographic-research.org/volumes/vol38/22/38-22.pdf)

- Hill Kulu & Tina Hannemann (https://www.demographic-research.org/volumes/vol35/49/35-49.pdf)

Visualisation

• Hashtag campaign #TheRealTalk

Mood boards

• Impacts of an ageing population on the economy

• Rethink sustainability of childcare policies and childbirth promotion campaigns

Creating Hashtag campaign

#TheRealTalk

Inspirations / Starting point

#MeToo hashtag campaign

Birth Map in South Korea

Goals of the campaign

Report & Change

Motivate & Take Action

Campaign Outlines

• Report & share their experiences about maternity discrimination

• Propose the childcare policy idea to the government

• Motivate childbirth by sharing their happy experiences with children

• Share successful examples of childcare policies at work and society