A Study on the Effective Ways of Charity Campaigns - focused on a Classification of Charity Case Studies

기부캠페인 활성화 방안에 대한 연구 -유형별 사례분석을 중심으로

  • Park, Jinhee (Department of Media Design, Yong In University)
  • 박진희 (용인대학교 문화예술대학 미디어디자인학과)
  • Received : 2017.10.23
  • Accepted : 2017.12.20
  • Published : 2017.12.28


People believe donations are done by others who have the leisure time and money to do so. In addition, people distrust charity organizations because they aren't sure if the money is used properly which makes them hesitant to donate. In order to gain general public's trust and involvement, people need to start campaigning about trusting and donating to organizations. Looking into many different successful charity case studies, we can find how these different cases are attracting people and building their trust. Therefore, I propose the proper and effective ways to campaign for charity organizations through analyzing different case studies. The result shows that a campaign is most effective when arising amusement and curiosity in the general public. Also trust gets built in the minds of the public once the charity organizations became more transparent.


Supported by : 용인대학교


  3. B. H. Kim, The Bible of Public Advertising, Communication Books, 2016
  4. H. K. Jung, "A Study on the Signification of TV public Service Advertising Featuring Social Order", Journal of korean society of design science, Vol.23, No.4, pp.367-378, 2010
  5. Ueojo Norio, Public Service Advertising, Kobaco, 2005
  6. J. R. Kwon, "Positioning the social problems comied on PSA(Public Service Adverlising)", The Korean Journal of Advertising, Vol.13, No.4, pp.309-334, 2002
  7. J. S. Yoo, "A Study on the Contents Change of Korea Public Service Advertising, Korea Association of Advertising and Public Relations", Vol.6, No.2, pp.134-172, 2004
  8. B. H. Kim, The Bible of Public Advertising, Communication Books, 2016
  10. Kotler, P. & E. L. Robetto, Social Marketing: Strategic for Changing Public Behavior, New York: The Free Press, 1989
  11. B. H. Kim, "New Definitions and Ranges on Advertising: Mixed Methods Approach", The Korean Journal of Advertising, Vol.24.. No.2, pp.225-254, 2013
  12. S. Y. Son, "A Study On characteristic of expression shown in the Award-winning Works of Domestic Public Advertisement Festival - Focusing on Printed Advertisement of Korea Public Advertisement Festival From 2009 to 2013", Design Forum, Vol.45, pp.95-104, 2014
  14., 2016
  15. IAA, How advertisers present of view in public affairs. in C. Gilson & H. W. Berkman. Advertising: Concepts & Strategies, New York, NY: Random House, Inc, 1980