Ministry of Health and Welfare: Ga Na Da campaign to encourage childbirth in Korea

The South Korean Ministry of Health and Welfare, a government department, used PR and public service advertising to try to change marriage culture and boost the country’s very low birth rate.

Campaign details

Advertiser: Ministry of Health and WelfareBrand: Ministry of Health and WelfareAgency: Prain Gobal Inc. and Daehong CommunicationsCountry: South Korea

Background

South Korea's national birth rate has declined, with the average number of children a woman bears in her lifetime standing at 1.25 in 2016, ranking 220th out of 224 countries. Also, the marriage rate, which affects the decrease in birth rate, has declined to 5.5 marriages per 1000 people. South Korea's culture of women being almost entirely responsible for childcare is a cause of the falling birth rate. (In South Korean...

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