BGF Retail, which operates the convenience store CU, announced on the 19th that it will launch the '2025 Child Safety Campaign' in collaboration with Focus Media Korea, an elevator TV advertising company, ahead of 'Missing Children’s Day' on the 25th to spread awareness about preventing child abduction.
Observed every year on May 25, Missing Children’s Day was designated to raise social responsibility regarding missing children and create a safe society by preventing wanderers. According to statistics from the Korean National Police Agency, there were a total of 25,692 reports of missing individuals under the age of 18 in 2024.
BGF Retail will conduct the 2025 Child Safety Campaign until June 1 as part of a joint project with Focus Media Korea, the leading elevator TV company in the country, and the 'I CU Alliance', a child safety collaboration network.
The two companies will broadcast videos of BGF Retail's child-friendly social contribution program, the I CU Campaign, through various online and offline touchpoints, including more than 60,000 elevator TVs operated by Focus Media Korea, CU store POS, digital signage, and CU's official Instagram.
In particular, the campaign will effectively spread child abduction prevention messages by repeatedly broadcasting 'I CU Quiz Content' videos more than 100 times a day, focusing on apartment complexes with many families.
Designed in a simple quiz format suitable for children, the video presents the question 'Where should you go if you get lost?' and conveys the message 'To the nearest CU!' intuitively, helping children naturally remember how to respond when they are lost.
In addition to elevator TV, an event to guess the name of the I CU Campaign will be conducted simultaneously on CU's official Instagram and dedicated PC (OPC) for franchisees, with CU mobile gift certificates awarded through a lottery among participants.
I CU is a missing prevention reporting system that allows CU to safely protect lost children (including dementia patients and individuals with intellectual disabilities) at more than 18,500 stores across the country in partnership with the Korean National Police Agency since 2017, transferring them to the police or their families.
To date, CU has safely returned a total of 204 individuals, including 134 children, 52 elderly individuals with dementia, and 16 individuals with intellectual disabilities, thereby fulfilling its role as a missing prevention reporting center in the community.
Furthermore, CU conducts various activities to raise social interest in child safety each year, including a child safety drawing contest, Child Safety Citizen Awards, and the CU SOON campaign to find missing children. Since 2022, it has published the 'Child Safety White Paper' and actively engaged in academic research with child-related academic societies.
Additionally, BGF Retail will co-host a 'Missing Policy Promotion Content Contest' with the Korean National Police Agency for one month starting from today.
This contest will be conducted in a way that invites submissions in the form of essays or short stories based on actual cases of finding missing children using methods such as missing alerts, pre-registered fingerprints, tracking devices, and DNA analysis, with selected works being adapted into promotional videos by the Korean National Police Agency.
Through this collaboration with the Korean National Police Agency, BGF Retail plans to continue its efforts to raise national interest in prevention and response to missing persons and widely promote related policies.