1. The Tipping Point of Social Innovation Byungkil JEON (YES Innovation)

2. Who Am I ? Woondo SUL (Trot Singer) Also Known As “Crown Prince of Trot” Hit Song : “Love Twist”, “All together cha-cha”. etc Debut Title : “Lost 30 years” (1983)

3. “Lost 30 years” Plaintive song to miss family Millions of families were divided by the Korean War (1950~1953)

4. Campaign for Reunion of Dispersed Family Members (1983)

5. broadcasted by KBS (1983) 454 Broadcasting Hours (138 days, Guinness Book of Record) Highest Viewing Rate : 78% To bring together 10,180 families separated Contribution to solve Families Separated, one of big social problem

6. One of Social Innovation Social innovation refers to new strategies, concepts, ideas and organizations that meet social needs of all kinds

7. By the Way… Let’ think about…. Why 1983 ? …. (After 30 years. the three- year Korean war, which ended in 1953)

8. Any Efforts before 1983 ? They tried… Using Newspaper, Magazine and Radio

9. Less powerful blast than Television Limits of print media (Newspaper & Magazine) Limits of Audio (Radio) Most of all, It’s not real time

10. Let’ re-think about…. Why 1983 ? …. (After 30 years. the three- year Korean war, which ended in 1953) Malcolm Gladwell, writer, give us a insight

11. Tipping Point

12. The three rules of epidemics The Law of the Few : the involvement of people with a particular and rare set of social gifts. 20/80 principle The Stickiness Factor : the specific content of a message that renders its impact memorable The Power of context : Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur

13. The Law of the Few Creative Few Production Crew of KBS

14. The Stickiness Factor Sympathetic Story (Division, War, Family, Agony)

15. The Power of Context Economic stability (USD 2,000 per capita income) TV penetration rate : 82.5 % (per household) Development of Broadcasting & Communication (Color TV, Nationwide TV network, Spread of Telephone)

16. Social Innovation is everywhere Across the ages and in all countries of the world