TONG
A Participatory Campaign for Bridging Generational Gaps
Service
Campaign Branding
Class
Graduation
Project
Year
2025
Cross-Generational Gap
This study explores the design and evaluation of a participatory public campaign aimed at bridging generational gaps through interactive communication and design tools.
The research investigates how participatory media and interactive platforms can foster cross-generational understanding and dialogue in contemporary society, where differences in values, communication styles, and digital literacy often deepen social division.
Design & Concept
Based on preliminary research analyzing generational values and communication patterns, the project proposes design-driven solutions to foster empathy and understanding.
It consists of three key components — a web-based simulator that allows users to experience cross-generational conversations, a language plugin that translates generational expressions, and an interactive badge system that rewards participation.
United under one cohesive brand identity, “tong” (derived from the Korean word for ‘communication’) symbolizes bridging differences and creating dialogue across generations.
This campaign demonstrates how design can act as a social connector, offering new ways of communication that promote empathy and connection in everyday life.
