PERIOD 2020-01 ~ 2021-01

Prain Global managed online PR for the Ministry of Government Legislation (MOLEG) from 2017 to 2018 and again from 2020 to 2021.

At the time, public participation in legislative matters was increasing as laws such as the “Yoon Chang-ho Act” and the “Min-sik Act” became major social issues and public petitions contributed to legislative changes. However, seven out of ten people still found legal terminology difficult to understand, while only 28% reported having searched for legal information, indicating that the use of MOLEG’s services had yet to become widespread.

To bridge the gap between MOLEG and the public and encourage greater use of its services, Prain Global focused on character marketing, inspired by the popularity of characters such as Pengsoo, which gained widespread attention online between 2019 and 2020. Prain Global positioned MOLEG’s character, “Saeryong-ee,” as the central figure in its content strategy and managed social media channels with a particular focus on YouTube.

As a result, MOLEG recorded more than 1.8 million YouTube views and an average of over 500 comments per post in 2020. Across its other social media channels, MOLEG also secured more than 100,000 subscribers, while major content generated 8.4 million views and events attracted over 70,000 participants.

In addition, MOLEG’s content was featured 138 times on Naver’s main page, including its legal information section. Collaboration with other government organizations, including the Blue House and the Korea Centers for Disease Control and Prevention, also expanded. Through these efforts, Prain Global helped MOLEG reach audiences beyond its regular subscribers and deliver legal information in a more accessible and engaging way.