An interactive anti-child abuse ad in South Korea inspires passersby to cast their shadow in between a child and a man who threatens him. On the chest of the shadow is a message that encourages people to be a hero by calling 112 (nation-wide speed dial for the police department) and report child abuse.

Having grown up in Seoul during my adolescent years, this powerful billboard is doubly interesting to me because this is a country where it’s taboo to open up about domestic violence or traumatic experiences because it’s considered shameful, and the Confucian hierarchy system deeply engrained in the culture discourages children (or anyone, really) to talk back to their elders. By using a passerby’s silhouette as a barricade between the angry man, I imagine it would feel empowering to see that symbol on one’s own shadow. What an impactful way to inspire people to speak up for those who feel they can’t speak up for themselves.

This billboard reminds me of yet another Samsung-inspired campaign from last year, which was dedicated to suicide prevention. South Korea has had the number 1 suicide rate among OECD countries for 8 years and counting. Jaeil (titanium giant) and Samsung joined forces and transformed Mapo Bridge in Seoul (the hottest suicide hot spot) into “The Bridge of Life.” Motion sensors would detect passersby and light up words of encouragement while a recording would speak the actual words.

It’s comforting that these serious issues are being addressed publicly in my home town. I’m hopeful that the message of positivity and empowerment for justice will save more lives. And I’m ever inspired by the people who created these clever campaigns.