Nanum On-Tact
Ministry of Health and Welfare
Thematic
Entertainment that shares the value of giving
What We Did
Content Planning, Studio Filming, Post-Production
Watch
Nanum-Ontact — Introduction of Nanum-Ontact
Context
The National Institute of Organ, Tissue and Blood Management under the Ministry of Health and Welfare had been developing various promotional activities to improve social prejudice and negative perceptions about organ donation. Particularly with COVID-19 limiting existing offline campaigns in non-contact situations, a new online approach was needed. The goal was to naturally convey the value of organ donation in a web entertainment format that younger generations could approach comfortably.
Challenge
We needed to find a balance point that handled the sensitive and heavy topic of organ donation in a light entertainment format without losing authenticity. Writing individual scripts for 10 diverse guests(swimmer Jung Yu-in, singers Boi B and Cherry B, model Florian, running evangelist Ahn Jung-eun, veterinarian Seol Chae-hyeon, etc.) was also a major challenge. Additionally, we had to solve technical constraints of conducting live broadcasts at precise times and the tight schedule of filming 10 guests in just two days.
Solution
We developed customized scripts matching each performer's personality and specialty through numerous preliminary meetings and data collection. We secured stable hosting with the proven MC combination of comedian Kim Jae-woo and weather caster Oh Su-jin, designing a structure that naturally transitioned from personal updates in the first half of the talk show to organ donation topics. Through thorough preliminary rehearsals among production teams and strict filming schedule management, we secured accuracy for real-time live broadcasts and encouraged viewer participation with interactive elements like balance games.
From the Team
“Nanum On-Tact was a new attempt to handle heavy topics lightly. Given the nature of organ donation as a topic, it could have easily become clichéd or preachy, but through various guests' sincere stories and natural participation processes, we were able to deliver positive messages to viewers. Particularly, direct communication through real-time live broadcasting became an opportunity for genuine empathy formation beyond one-sided promotion.”
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
