| 4. In which ways is the initiative creative and innovative?
2005 Initiative for ‘Public-Private Partnership’ (The first MOU signed):
- In cooperation with Samsung Social Contribution Team, MOGEF selected promising teenagers from vulnerable families in July 2005 and scholarships were given to them (approximately 5.5 billion KRW in total).
- Since the first initiative, ‘Public-Private Partnership’ started to get positive responses from more companies. However, systematic management of the project and defining specific responsibilities of involved departments were yet to be developed and verified.
Effective project management through a comprehensive management system (2013):
- (Project Search): From the previous target audiences from low-income families to the new beneficiaries who are in blind spots of government assistance (April and December 2013).
* After two surveys on the needs of matching corporations and facilities, 47 possible projects in 18 industries were found.
- (Proposals): Analyze the characteristics of the product, foundation, and mission of each company and make suggestions for the appropriate project based on the information. This can give reasons to participation in giving activities and enhance the corporate image of the company (May 2013).
① CJ Nanum Foundation: Aligned with CJ Group’s founding philosophy “Talents First”, the group is interested in education projects for children and youth.
② Life Insurance Association: “Respect Life” and “Increase Citizen’s Welfare” as its motto, it is supporting relevant projects including suicide prevention, low fertility rate resolution, and childcare facility construction.
- (Diversification of the project contents): The methods of giving are more diversified from the traditional gifts of money and goods, to talent sharing, to educational assistance, and to volunteering.
- (Post-project monitoring): Encourage participation from the private companies by paying regular visits to project sites, write stories on SNS and websites, draft the news release, and include it in the lecture and create the branding of the project.
- (Education on media literacy): Promote media literacy education for relevant officials at each institution through partnership with a private on-line company. This will empower them to launch the ‘Public-Private Project’ by utilizing online resources (scheduled to be launched in February 2014).
* Daum Communications: as a web portal company, it is offering IT courses to corporations and facilities to ultimately link them for more efficient and closer communication regarding supplies and demands through blogs and SNSs.
* MOGEF: it is supporting Daum’s IT education courses by researching and analyzing the needs for the classes from corporations and facilities.
Promoting campaigns on the government policy (started July 2013):
- From July 2013, a cooperative network has been developed among financial industry, supermarkets and grocery industry, and telecommunication companies.
- Safety campaign for women and children ran July through August to start off and campaigns for reshaping perspectives toward multicultural society (September) and for work-life balance (October-December) relayed.
- By cooperating with corporations that have greater contacts with their customers such as banks, card companies, insurance companies, and telecommunication corporations, the MOGEF used on the online and offline statements, ATM screens, counter displays, and local news letters to advertise its policy work. In addition, posters and leaflets containing information on policy were distributed at cosmetic stores, and 24 hours convenient stores.
- Such efforts allowed most of the people in Korea to learn about the MOGEF campaign.
| 5. Who implemented the initiative and what is the size of the population affected by this initiative?
Minister’s leadership towards more active participation in building partnership:
- As Minister CHO Yoon-sun attended the luncheon (May 9, 2013) and the Global CSR Conference (November 13, 2013) hosted by the UN Global Compact and agreed on the need for more ‘Public-Private Partnerships’, she has contributed to building a systematic approach towards ‘Public-Private Partnership’ projects.
- At a meeting with managers of corporate social contribution activities hosted by Minister of Gender Equality and Family, the minister asked the companies for more support and cooperation in helping the target audiences of the MOGEF policy, who are often the most vulnerable in society. (the CEO or the board members of 33 corporations?27 large companies, 2 business associations, 3 small and medium enterprises, 1 public institution)
- In addition, Minister CHO Yoon-sun gave 25 times of speeches and lectures to address the importance of the ‘Public-Private Partnership’ and encouraged participation from private companies and civil society organizations.
(People who contributed to proposal of the project): The Office of Future Strategy and Planning of the MOGEF was established to design the project:
- The taskforce team, ‘Future Strategy and Planning Team’ was launched to work on the process from exploring private resources, to connecting the project, to policy advertisement, and to evaluate the effectiveness.
(Those who implemented the project): Private companies and organizations actively participated in the implementation process of the project:
- The MOGEF encouraged more than 50 companies and financial institutions including Samsung to take part in the giving activities. Business consortiums such as the Federation of Korean Industries shared its skills and know-how on the social contribution activities.
- The Office of Public Relations of the MOGEF and the corporate social responsibility teams at private corporations cooperated to find the most effective strategies for policy advertisement campaigns.
| 6. How was the strategy implemented and what resources were mobilized?
- Major financial resources were supported by private companies from their existing budgets on social contribution. The total amount of projects supported by the private companies is estimated at 10 billion won ($ 9.5 million USD).
- Samsung Social Contribution Team: funding 5.5 billion KRW annually for scholarship awards given to teenagers from vulnerable families.
- POSCO: funding 450 million KRW annually since 2011 to support Danuri Call Center for multicultural women (total of 1.8 billion KRW contributed)
- Diageo Korea: signed an MOU in 2013 to support vulnerable women for 5 years, funding total of 5 billion KRW.
- Samsung Life Insurance Company: has been funding 2.5 billion KRW over the past 5 years to support remodeling of Communal Childcare Centers.
- The MOGEF plans to establish an Online Giving Network on its website and expand technical assistance. Also, it seeks to find advertisement strategies through the partnership with private internet portal companies such as Naver and Daum Communications.
- 22 central government ministries and 17 provinces and cities established a comprehensive policy advertisement network. Now, government policy is advertised through various means of advertisement such as electronic displays, school letters, and notices on the elevators.
- The MOGEF developed more creative and accessible contents to spread to the public by hosting the UCC contest on the prevention of sexual violence and domestic violence among police officers and the UCC contest on the Notification on Sex Offenders System among the MOGEF staff. Free screening of the prize-winning works at commercial movie theaters such as Lotte Cinema and CGV boosted the promotion of the cause.
- Korean celebrities such as Actor Seong-ki Ahn, Actress Shira Chae, and the Akdong Musician participated in creating contents for advertisement through talent-giving programs. Also, the UCC contest on the prevention of sexual and domestic violence held among the police officers has shown the way to produce effective and creative contents that can enhance public awareness.
- Prudential is providing economics courses to youth from vulnerable families, Samsung Electronics is running the afterschool academy for youth with help of its employees, and Gosi Will is offering free courses on the National Qualification Examination for College Entrance to school dropouts
- MOGEF hosted Private Sector CSR Executives Meeting on November 22 by the Minister’s initiation and invited 40 executives to discuss on unofficial ‘Public-Private Partnership’ to establish consistent and close cooperation system.
| 7. Who were the stakeholders involved in the design of the initiative and in its implementation?
Provision of practical assistances to the most vulnerable people in society through the ‘Public-Private Partnership’:
- Support on single mothers to live independently
- Increased accessibility for people with disabilities
- Improvement of housing conditions for those in need
- Support for re-employment of career-interrupted women
An MOU with Diageo Korea, Ltd. (April 16, 2013):
The company decided to donate 5 billion won ($4.8 million USD) to support women in the vulnerable groups?particularly, single mothers? to live independently over the five-year period from 2013 to 2017.
- 23 units of public housing will be supplied to provide housing to single mothers.
- Specialized centers for career-interrupted women’s re-employment support will be established.
An MOU with Samsung Electronics (May 21, 2013):
The company supports after school academy for youth from low-income, vulnerable-to-risk families (pilot projects are in operation at 5 places across the country).
- With support from the company, afterschool academies for middle school students have been launched to promote healthy growth for young persons from low-income, vulnerable-to-risk families. Employees of Samsung Electronics also participate in the project by volunteering work, giving lectures, and donating different talents.
Currently, 70 percent of the 200 afterschool academies across the country are targeting at 4 to 6 graders of elementary school. There has been the growing need to expand the target to middle school students.
An MOU with SK Telecom (July 23, 2013):
The company provides jobs to career-interrupted women by recruiting 350 employees.
- A subsidiary of SK Telecom, ‘Service Top, Service Ace’ employed about 200 career-interrupted women as part-time counselors and about 50 as full-time workers.
- SK Telecom runs a ‘Training Course for Engineering and Administration Experts in SMEs’ for career-interrupted women. The SK Broadband employed 100 women with career-interruption to its ‘Happiness Centers’.
An MOU with POSCO (September 2, 2013):
The company decided to donate 1.3 billion won ($1.2 million USD) on the creation of a safe and happy society for women, youth, and families.
- Build youth shelters to provide temporary protection for the runaway youth and to support them through services such as counseling, housing assistance, study guide, and self-reliance support (0.5 billion won, or $ 0.47 million USD)
- Support the renovation project of the Women’s Re-employment Support Center and equipment and materials (0.3 billion won, or $ 0.3 USD)
- Help children from multicultural families (0.5 billion won, or $ 0.47 million USD)
Conducted advertisement campaigns that engage 22 government institutions, 17 local and regional governments, 28 private companies, and 34 civil society organizations
- To overcome the limitations of budget, the MOGEF linked diverse government communication systems such as school newsletters, electronic displays, postal notifications on sex offenders, and private means of communication such as online and paper statements, and ATM screens and built a close web for direct communication to more than 32 million people.
| 8. What were the most successful outputs and why was the initiative effective?
Stakeholder meetings and visits to project sites were put in place to strengthen monitoring and evaluation process:
- On November 22, Minister of Gender Equality and Family hosted a meeting with managers of corporate social contribution activities, explained major achievements of the MOGEF’s ‘Public-Private Partnership’ projects in 2013 and the plans for the next year, and shared diverse opinions to further promote the project
- Also, the head of beneficiary organizations attended the meeting to voice out their practical, on-site needs so that corporate social contribution activities would not become a one-time event.
* Made visits to facilities including Shelter for Unmarried Single Mothers, Youth’s Lounge, and Shelter for Victims of Domestic Violence.
From early 2013, under the project entitled, ‘100 Foot Steps towards Ensuring Well-being of Women, Youth, and Families’, Minister of MOGEF visited every and each project site and listened to the on-site needs. This is expected to be reflected in the future project implementation process to raise effectiveness.
- On her visit to Shelter for Unmarried Single Mothers on March 12, Minister CHO found out that most single mothers staying at the center are not prepared to secure housing upon their time to exit the shelter. Minister CHO proposed housing support for such mothers and attracted 3 corporations to cooperate with the Ministry:
Diageo Korea: signed an MOU (April 16) to provide 23 rental houses
LIG Group and Korea Life Insurance Association: signed MOUs (May 8 and June 14 respectively) to provide baby products worth about 30 million KRW.
Online and offline evaluations on the effectiveness of each policy campaign:
- Through street campaigns, and visits to participating store branches, the MOGEF met the public and paid attention to their opinions.
| 9. What were the main obstacles encountered and how were they overcome?
The following obstacles were eliminated by the ‘Public-Private Partnership’ specially designed to suit the characteristics of social contribution activities of the participating companies:
- Often, companies have hard times understanding the reason why they need to engage in the project and the benefits of doing so.
- Therefore, the MOGEF researched on the ongoing social contribution projects successfully performed by corporations and based on the analysis, the Ministry proposed a specific project that is most relevant to each company to help raise its corporate image. This convinced companies to participate in the project and promote the advertising effect.
Some other obstacles were eliminated by promoting the campaign using various means of advertisement in the private sector:
- To overcome the limitations of budget, the MOGEF cooperated with the central, regional, and local governments to advertise and explain its policy through electronic displays and TV monitors of the Ministry of Culture, Sports, and Tourism, town newsletters of the Ministry of Security and Public Administration, the school letters of the Ministry of Education. Also, means of communications from private companies and organizations such as corporate news letters, online and paper statements, and catalogues helped the best delivery of policy advertisement.