The Hopefull Challenge: How a Whispering PR Campaign Sparked a Movement in South Korea

The Hopefull Challenge: How a Whispering PR Campaign Sparked a Movement in South Korea

Sometimes, the most powerful PR doesnt need top of page and cover presence. It whispers. And in that whisper, it makes you stop.

That’s exactly what Prain Global achieved with their hashtag#HOPEFULL Challenge in South Korea.

The brief was simple but urgent: talk about the growing crisis of abandoned animals. 

The execution was even simpler: invite people to take part in a nationwide challenge. 

Post a photo with your pet. Share a message of hope. Tag it hashtag#HopeFull. What began as a digital movement soon spilled into mainstream media. Celebrities and Influencers followed. 

Families joined. Schools joined. Suddenly, South Korea’s social feeds were filled with the reminder that every animal deserves a second chance.

Here’s what I love about this PR campaign:

📌 It didn’t rely on mass publishing. It relied on involving the audiences. 

 📌 It turned a social crisis into a collective movement. 

 📌 It showed how PR, at its best, can create community not just coverage.

The campaign earned Prain Global the title of Regional PR Winner (Korea) and an Influencer Marketing Award. 

But more importantly, it gave abandoned animals hope. 

👉 What small truth could your brand lean into today, that might spark a bigger conversations tomorrow?