Promotion of ‘Public-Private Partnership’ Project
Ministy of Gender Equility & Family

A. Problem Analysis

 1. What was the problem before the implementation of the initiative?
Four major problems brought up the implementation of the following project. Women, families, and young people from the vulnerable groups of society had persistent problems that got worse over time: - The major policy target of the Ministry of Gender Equality and Family (MOGEF) includes people who need urgent care from the society such as single mothers, single-parent households, multicultural families, victims of sexual or domestic violence, and youth at risk. - The poverty rate of single-parent households is 54.2% which is extremely higher than that of families with two parents present, which is 7.3%. Furthermore, 27.8% of unmarried single moms have given up their parental right and custody of their children due to financial reasons. - Korean society has seen rapid increase in numbers of grandparent-headed families: from 45,000 families in 2000 to 120,000 families in 2010. - Gender-based violence and crime also have been increasing: approximately from 14,000 in 2007 to 23,000 in 2012. - As mentioned above, the number of people who need government support has been exponentially growing, but the limited government budget is hindering full support for the vulnerable. Government assistance for the vulnerable groups had its blind spots: - Most of the ministries of the Korean government were focusing on the low-income families who earned less than 120% of the minimum living standards. Therefore, those whose income is slightly more than 120% had been suffering from the sudden cut of assistance, which resulted in blind spots of social welfare service. This often dampens people’s self-help spirits. Thus, it was necessary that the government prevent such side effects and find solutions to the blind spots. There was a lack of effective system for the ‘Public-Private Partnership’: - In regards to issues of women, families, and youth, the majority of actors in the private sector including corporations and individuals often do not know whom to help out and how to go about it when they are looking for ways to engage in the activities for the public good. - Therefore, it was an urgent and essential matter to find the efficient ways?‘Public-Private Partnership Network’ ? to link those who are willing to help out and those who need help. There was a lack of effective policy promotion due to limited budget and means of advertisement: - While it acknowledged the importance of public advertisement and education in raising public awareness on the issues of single mothers, multicultural families, prevention of sexual violence, and promotion of work and family life balance, the MOGEF had difficulties to implement efficient policy advertisement strategies due to the limited budget and means of advertisement available. - Therefore, there was the growing need to create tighter and more effective communication channels owned by private companies.

B. Strategic Approach

 2. What was the solution?
The initial proposal of the project was made possible with Minister’s strong political will: - Since her inauguration as the Minister of Gender Equality and Family in March 2013, Minister CHO Yoon-sun has emphasized the importance of the MOGEF’s role as a coordinator that links the marginalized groups of people who need help and private enterprises who want to help out. - Minister CHO also attended the Global CSR Conference hosted by the UN Global Compact and asked for more attention toward corporate social responsibilities and target audiences of the MOGEF policy. The project has helped to solve the problem by establishing the public-private ‘Giving Network’ that focuses on supporting the most vulnerable in society: - Participants of the network: Government officials at the MOGEF, staff of the organizations dealing with women, families, and youth issues, employees at private companies, and members of the social contribution team at financial institutions. - Beneficiaries of the network: social welfare facilities such as centers for single parent families, counseling centers for sexual or domestic violence victims, youth shelters, and the most vulnerable in society such as victims of the Japanese Military Comfort Station, youth at risk, victims of sexual or domestic violence - The implementation system of the network: The one-stop comprehensive system, “Giving Network” that provides information on the necessary projects to the private stakeholders, and connects donors and beneficiaries, and unites online and offline communication channels is in operation - Current status of the network: In 2013, the MOGEF discussed with about 50 enterprises to launch new partnership projects and signed on 20 MOUs with major companies such as Samsung Electronics, POSCO and SK Telecom to increase support for facilities for women, families, and youth as well as the most vulnerable groups in society. In 2012, the Ministry signed 6 MOUs with private companies and organizations. The MOGEF promoted policy campaigns through existing advertisement channels at other government ministries and private companies: - The following means of advertisement served as very effective advertisement mechanism to inform the people of the government policy: 156 electronic displays at the Ministry of Culture, Sports, and Tourism, 3,036 TV monitors for in-store customers, 5,913 notices on the school websites through the Ministry of Education, text and written notice sent to 2.78 million students and parents, 1,200 monitors at police stations across the country, the postal notification system on sex offenders, sent to 100,000 households every month. - With the help of the Association of Business Journalism Korea, which has 740 companies as its members, the MOGEF posted campaigning messages in various companies’ corporate newsletters. Also, by building partnerships with banks, credit card companies, insurance companies, and telecommunications companies, the MOGEF directly communicated to more than 32 million people, using more than 27 million billing statements, 47,000 ATM displays, and 15,000 branches.

 3. How did the initiative solve the problem and improve people’s lives?
This initiative is innovative and creative in that it achieves the goal by incorporating various forms of the ‘Public-Private Partnership’: Minister’s leadership in pushing forward to build partnerships - Minister of Gender Equality and Family CHO Yoon-sun participated as a member of the Organizing Committee of the Global CSR Conference and underlined the importance of building ‘Public-Private Partnership’ at numerous meetings and conferences with opinion leaders, the CEOs, and board members. It was a remarkable and unprecedented movement as the Minister of Gender Equality to participate in such event and the outcome was also fruitful. Increased public accessibility to the online and offline network: - In October 2013, MOGEF opened the ‘Giving Bulletin’ on its’ official site to link donors and beneficiaries and set up an information-sharing system. - In 2013, the MOGEF discussed with more than 50 companies on its new projects and received suggestions from a professional consulting firm, Bain & Company Korea, which is also in partnership with the ministry. Use of new advertisement methods and creative contents that are not widely used by the government institutions: - The projects used new forms of advertisement and communication strategies that had not been used by the government, such as displaying posters and graphics on government policy on 9,042 ATM screens nationally and inserting the government campaign catch phrases in the mobile phone billing statements to 2,700 users. - Also, the MOGEF developed creative contents and spread it to society 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 and screening the prize-winning works at commercial movie theaters such as Lotte Cinema and CGV (total of 604 screens at 89 Multiplexes).

C. Execution and Implementation

 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). * Examples: 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?
Financial Resources - 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. Technical Resources - 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. Human Resources - 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.

D. Impact and Sustainability

 10. What were the key benefits resulting from this initiative?
Opportunities to create more jobs through new areas of expertise on ‘Public-Private Partnership’: - Recently, the demand for experts in the field of corporate social responsibility projects who can analyze the trends of charity projects and connect those who need assistance and the appropriate companies is increasing. Therefore, this can create new jobs and opportunities. Promotion of R&D on corporate social contribution activities: - Research on the characteristics and the mission of each company and make suggestions on a new project based on the products, foundation, and know-how of companies. This can also create a new field of profession. - Analysis on the actual project outcomes by looking at the beneficiaries and the given benefits will be systematically managed. Solution to the problem of welfare blind spots by preparing a closer social service network through cooperative ties with private social contribution activities: - The MOGEF reached 20 MOUs with private companies and received the donation of cash and goods that have the value of about 10 billion won ($9.5 million USD). To support these private donors provide effective help to the vulnerable individuals who are placed in the blind spots of government assistance, information is shared, participants are connected, and the system is managed on both online and offline platforms. - For example, a vehicle was donated to a multicultural family support center, a shelter for victims of domestic violence, and an emergency relief center for migrant woman located in remote rural towns in Gangwon province by assistance from private companies. Also, a foundation to support single parent families with the budget of 5 billion won ($4.8 million USD) over the five year period was established. Other private companies contributed to solving problems related to women, youth, and families by supporting career counseling for children from multicultural families and donating clothing to social service facilities for single parent families. Provide mentoring for social contribution activities of the private sector: - The MOGEF provided mentoring to help private companies perform its social contribution activities more effectively by giving the information on the organizations and facilities that need help, proposing specific project plan for the appropriate company, and connecting the two sides. Raising public awareness through policy advertisement campaigns that engage people: - The MOGEF enhanced public awareness by engaging more people in the contents production. For example, MOGEF hosted 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 for the MOGEF staff.

 11. Did the initiative improve integrity and/or accountability in public service? (If applicable)
The ‘Public-Private Network’ is consistently expanding: - Majority of corporations that signed an MOU with the MOGEF are promoting long-term, sustainable assistance. Their vigorous efforts and participation have established positive impact on the company’s image and branding which affirms their continued commitment and cooperation on future projects. - The whole process of proposal, connecting of projects, and post-project management is shared and transferred as a best practice model for ‘Public-Private Partnership’. For example, Samsung Life Insurance Company has promised to support remodeling of 50 Communal Childcare Centers for 5 years (2013-2017). In addition, it is offering economy and finance courses for the mothers while the children are cared at the Communal Childcare Center. MOGEF has been receiving numerous calls for similar cooperative projects from corporations and organizations. - Thanks to the many successful ‘Public-Private Partnership’ projects, MOGEF secured 8 MOUs with private sector organizations in the first 2 quarters of 2013, and 12 MOUs in the 3rd and 4th quarters. This is a 300% increase in number compared to 5 MOUs in 2012. Since the Corporate CSR Executives’ Meeting on November 22, 6 more cooperation efforts are under discussion. More effective campaigning strategies on government policy are made possible without additional budget spent: - By making use of already existing communication channels and delivery mechanisms in and out of the government, advertisement of policy work is being sustained without any additional costs. - For private companies, engaging in public advertisement through various measures other than monetary gifts contributed to enhancement of their own corporate images. This enabled them to build a sustained partnership with the MOGEF. Example: Many of the financial companies struggled with negative corporate images due to Savings Banks Crisis and weakening of overall financial health in Korea last year. As an effort to transform the unhealthy representation, many of those companies cooperated with MOGEF in promoting policies for vulnerable women and youth through various media channels. The socially responsible attitude and actions they demonstrated helped reshaping their corporate images successfully.

 12. Were special measures put in place to ensure that the initiative benefits women and girls and improves the situation of the poorest and most vulnerable? (If applicable)
The increased importance of the ‘Public-Private Partnership’ in the field of policy-making and implementation process of the government: - Social welfare services cannot be offered by the government alone. When the private sector is engaged in any ways, social services can be consolidated and enhanced. Particularly, the beneficiaries of the MOGEF policy are often the most vulnerable in society. Therefore, the solution to the problem of blind spots in government assistance to these vulnerable women, youth, and families can be found in the ‘Public-Private Partnership’. Performing a coordinating role by establishing the ‘Giving Network’: - Often, companies that are looking for ways to engage in the activities for public good, they do not know whom to help out and how to do that. Therefore, the MOGEF is working as a coordinator to link people who need help and those who want to help out by providing necessary information. “Let’s go together! We can make the change!” - When the differences between women and men, between children and youth having difficulties at school (including the school dropouts, runaway teenagers, or those who are suffering from game addiction) and those who are not, and among multicultural families, single parent families and grandparent-headed families can result in unintended discrimination. - The MOGEF chose the slogan of “Let’s go together” to voice out the importance of working together, embracing all kinds of differences so that such heterogeneity would become strength, not weakness. - The MOGEF is committed to creating a society where no one is left behind but everyone works together. Toward this goal, it will strive to walk together with more companies along the path.

Contact Information

Institution Name:   Ministy of Gender Equility & Family
Institution Type:   Government Agency  
Contact Person:   jung-hyun lee
Title:   Deputy Director  
Telephone/ Fax:   82-2-2075-4583/82-2-2075-4784
Institution's / Project's Website:  
Address:   8 cheonggyecheon-ro, Jung-gu
Postal Code:   100-777
City:   Seoul
State/Province:   Seoul

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