In South Korea, all children under the age of 12 are eligible to receive essential vaccinations free of charge. However, the vaccination rate among children from migrant backgrounds stands at just 55.2% (only half the rate of children from non-migrant Korean families). A medical system designed primarily around Korean language, with information that is complex and hard to find, has consistently pushed migrant families into medical blind spot. So we aimed to increase awareness of essential healthcare services among migrant families by hijacking the only accessible touchpoint within their daily context and designing an optimized funnel around it. Migrant families tend to form communities in specific neighborhoods based on their country of origin and rarely move beyond their living radius. We transformed the local stores they visit every day into a new channel for delivering medical information and created a special small scale receipt-media. At the moment parents purchased childcare products, we delivered another essential item for parenting: essential healthcare information. To achieve this, we developed a conditional receipt algorithm that printed medical information only when childcare products were purchased and installed a dedicated POS system in local stores located in areas with high concentrations of migrant families.
Receipts were provided in each parent’s native language and included QR codes that connected them to vaccination support, medical interpretation services and other counseling. As a result, 70,000 receipts were distributed, enabling 80% of migrant-background children who had previously lacked access to essential healthcare services to receive health check-ups and vaccinations. More than 1,000 public institutions voluntarily joined, expanding the infrastructure for accessible medical information. By ensuring that language and origin no longer function as barriers to medical access, this campaign built a more inclusive medical environment and generated sustainable impact, extending even to policy forum at the National Assembly.