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Korean the Scholastic Aptitude Test: Healing Exams
Usually starting at the age of 5, all the studying efforts are put in for just one day; the day of SAT. It is not a surprise that students in Korea are unhappy. South Korea is ranked the lowest in students' life satisfaction index among OECD nations as they suffer from stress and depression. To embark on the campaign to boost students' self-esteem, Cheil secretly contacted students' parents to write a letter to their beloved son/daughter. The contents of the letter was inserted to respective student's exam paper as an article, so the students can read them and write down their reply to parents as an answer. The film follows the emotional changes of students during the Healing Exam. First they are surprised, seeming hard to believe their eyes, but then start to cry. The passage contained messages from their parents such as, "It breaks my heart to see you come home late at night exhausted", "You have done your best, so never regret", "We'll always be here for you", "From your loving mom and dad." The film's total views exceeded 7 million in just two days. After the exam, schools held exhibitions where the exam papers and answers written by the students were displayed. The trend of the healing exam spread across to other schools where teachers sent their message of encouragement to students. Further extending the campaign, EBS added the related documentary video to its program on the topic of school education.
Junior Art Directors: Minzi Kim, Jiyeon Kim |
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