On July 10th-, 2020, ‘CJ beauty and health shop Olive Young’ announced they would process the ‘UNESCO Girls Education Campaign’ with their customers by social network service from July 10th to 16th. This campaign is for celebrating ‘the day of Malala,’ specified anniversary for publicizing girls education. Malala is Malala Yousafzai, a winner of a Nobel Peace Prize in 2014, the youngest campaigner for women’s rights.
This year, CJ Olive Young presented contents about what ‘the day of Malala’ means and how important girls’ education is on their official Facebook and Instagram. During the period of campaign, they held an event for writing comments to cheer up girls in developing countries. Through the event, they donated a certain amount per a participant and presented gift card to selected participants.
Since 2014 CJ Group has started connecting with UNIESCO to offer opportunities for girls’ education in developing countries and become a major contributor to the UNESCO Malala Fund for Girls’ Right to Education, which expands girls’ access to quality education. Furthermore, since 2018, they have promoted various charitable works such as artist engagements, charity auctions and the purchase of promotional items at Olive Young to get over poor surroundings and convey hopeful messages. Their actions helped engage more than 4 million donors and mobilize funds for the program.
Especially, in 2018 CJ implemented unique ways through CJ’s major cultural platforms like KCON, MAMA(MNET Asia Music Awards), and SIA(Asia’s No.1 fashion festival Style Icon Asia) to give a lot of people exposure. For example, the Girls Education Campaign booth at KCON LA or video messages with idol group to support UNESCO’s work in promoting girls’ access to quality education. Thanks to the power of K-POP idols, the video reached not only over 1 million views but 3 million likes and comments. It must have raised awareness on the importance of girls’ education even to the young.
CJ Group hopes for people to participate in acts for sharing and donation more easily than before, and says “We will continue to spread culture to create value of sharing by gathering small actions.” In 2020, they plan to develop education business for children whose protection ended, in cooperation with ‘Kidsfuture’ and charitable activities for isolated women in Korea.
Reference:
Junho. P (2020). CJ Oliveyoung, Malalaui nal maja ‘sonyeogyoyuk campaign’. Jeonjasinmun. 10 July. Available at <https://www.etnews.com/20200710000030>. [Accessed 28 August 2020]
Sinyeong. P (2020). CJ Oliveyoung, malalaeui nal maja ‘soneogyoyuk campaign’.. nanumgyeongsilcheon. saenghwalgyeongje. 10 July. Available at <https://www.fnnews.com/news/202007101328175706> [Accessed 28 August 2020]
UNESCO. 2018. UNESCO and CJ Group put the spotlight on girls’ education at #KCONLA2018. UNESCO. Available at <https://en.unesco.org/news/unesco-and-cj-group-put-spotlight-girls-education-kconla2018> [Accessed 28 August 2020]
UNESCO. 2018. K-POP idol group Wanna One joins UNESCO’s efforts to promote girls’ education. UNESCO. Available at <https://en.unesco.org/news/k-pop-idol-group-wanna-one-joins-unesco-s-efforts-promote-girls-education> [Accessed 28 August 2020]
