Cheil Worldwide has instigated a project between itself, Samsung Medical Centre and charity Korea Hana Foundation, to help North Korean defectors better integrate and gain mental health support.
The ‘Soulmate’ project follows on from a Cannes Lions Bronze awarded app created by Cheil called ‘South Korean - North Korean Translator’ that helped bridge language differences (video above).
Soulmate tackles another common issue for defectors, regaining their mental health and adapting to differences, particularly for younger people and students.
Professor Yoo-Sook Jung, from the Social Mental Health Institute, Samsung Medical Center, said: “Student defectors who were exposed to unordinary experience and environment have difficulties in adapting to school life and establishing relationships with peers. A systematic psychic counselling and psychotherapy is necessary.”
The partnership will see specialists from Samsung Medical Center’s Social Mental Health Institute developing psychotherapy and education programs and Korea Hana Foundation, a public institute to help settlement of North Korean defectors, being a liaison between the schools for young defectors and the Soulmate project.