The Life-Saving Receipt

In South Korea, all children under 12 are eligible for free essential vaccinations, yet only 55.2% of migrant-background children are vaccinated. Language barriers and hard-to-access healthcare information have placed migrant families in medical blind spots. To close this gap, we used local stores they already rely on. When childcare products were purchased, a conditional receipt system printed multilingual healthcare information with QR links to vaccination support, medical interpretation and counseling services. Installed in migrant-dense areas, the system helped 80% of previously unreached migrant-background children receive checkups and vaccinations. Over 1,000 public institutions voluntarily joined and the campaign sparked a policy forum at Korea's National Assembly.

We designed an offline funnel to reach migrant-background families in their real-life context and close medical blind spots. Migrant families in Korea form communities by country of origin and stay within a limited neighborhood radius. Our analysis found one place where these isolated communities consistently gather: local stores in each neighborhood. Visited daily for groceries and essentials such as halal food and Vietnamese necessities, these stores function as community hubs. When parents bought childcare products such as diapers, baby formula or baby lotion, we used the world's smallest receipt-media to introduce another essential childcare item they may not yet know: essential medical information. Instead of waiting for families to seek help, we delivered it directly at purchase.

We developed a receipt algorithm that printed medical support information only when childcare products were bought at local stores, ensuring the message reached parents from migrant-background families. The POS (Point of Sale) system was installed across key migrant hubs in Korea, including Icheon, Gimpo and Incheon, where migrant families live and gather. To target them precisely, receipts were issued only for items such as diapers, baby lotion and baby food. Each receipt delivered a message in the parent's native language at the moment their concern for their child was highest: "There is one more essential item your baby needs: essential vaccinations and medical support." A QR code then connected parents instantly to the foundation's medical support programs.

A total of 70,000 copies were placed directly into the hands of migrant families, delivering essential medical information at the moment it mattered most. As a result, 80% of migrant-background children who had previously missed vaccinations and other essential medical services received health checkups and immunizations. More than 1,000 public institutions and brands voluntarily joined the campaign, creating a new infrastructure for medical information access. And we generated over 101.6 million impressions in Korea. The campaign also gained international attention through coverage by Campaign Asia, Vietnam's Tiepthigiadinh and Ukrainian media. And the campaign ultimately sparked official National Assembly forums on equal rights of health for migrant-background children.