Ministry of Employment and Labor's "Labor Day for Everyone" Selected as Second Quarter "Policy Communication K Chosen by the Public"

The Ministry of Culture, Sports and Tourism announced on August 18 that it has selected the "Policy Communication K Chosen by Me" as a model case of policy communication innovation for the second quarter, evaluating communication cases promoted by 48 central administrative agencies.

The Ministry selects the "Policy Communication K Chosen by Me" every quarter through expert review and an online public vote. For the second quarter, 10 cases (5 at the ministerial level and 5 at the vice-ministerial level) were first shortlisted by private-sector experts, followed by an online public vote from July 16 to 30, in which a total of 4,319 people participated, determining the final rankings.

As a result of the final assessment, the top spot at the ministerial level went to the Ministry of Employment and Labor's case, "A Name Restored After 63 Years, Labor Day for Everyone," while at the vice-ministerial level, the Food and Drug Safety Ministry's "I'm Not (On) Drugs! Just Don't Do Uncool Things!" campaign took first place in its category.

Ministry of Employment and Labor SNS

The Ministry of Employment and Labor’s campaign, "A Name Restored After 63 Years, Labor Day for Everyone," which was selected as the number one ministerial-level case, collaborated with influential webtoon artists and YouTube creators while launching participatory events. It conveyed in a relatable way that Labor Day (May 1), restored for the first time since the "Worker's Day" was established in 1963—after a 63-year hiatus—is a day for all working people.

The runner-up at the ministerial level was the Ministry of National Defense's "Showcasing Self-Reliant Defense Capabilities through Advanced Military Power" campaign. It used card news and other formats tailored to the already-interested audience to improve understanding, and for those less engaged, utilized AI-powered music videos, employing targeted promotional strategies per audience group.

The third place ministerial-level case went to the Ministry of Patriots and Veterans Affairs for its "Creating, Enjoying, and Empathizing Together in the Month of Patriots and Veterans" campaign. By featuring messages of remembrance through everyday touchpoints such as delivery apps, mobile games, and parcel tape, the ministry encouraged participation by combining benefits and fun.

The winning vice-ministerial-level campaign, the Food and Drug Safety Ministry's "I'm Not (On) Drugs! Just Don't Do Uncool Things!", was recognized for increasing awareness about safe use of medical narcotics and for publicizing the rehabilitation counseling hotline 1342, via a short-form video series produced using generative AI.

The runner-up at the vice-ministerial level was the Defense Acquisition Program Administration's "Safeguarding the Sea Together, Opening the Future Together: K-Submarine!" campaign, which featured two-way communication initiatives on Instagram to garner attention and support for K-Submarine exports and defense industry cooperation with Canada. In third place was the National Tax Service’s "Enhancing Taxpayer Rights and Maximizing Refund Convenience" campaign, which creatively parodied films in the "Declaration Month, Masterpiece Theater" series to emphasize that tax declarations can be made without in-person visits.

The Ministry stated that it will continue to select quarterly policy communication innovation cases by public vote in the second half of the year, sharing the evaluation results with each ministry to assist in their communication strategy development.

A spokesperson for the ministry’s Office of Public Communication said, "This year, we have shortened the review cycle for ministry policy communication innovation cases from twice a year to four times, and established an online public vote in an effort to strengthen public engagement with government policy," adding, "We will produce follow-up content based on the selected cases to help further spread these exemplary policy communication cases."

This content was produced with the assistance of AI translation services.