Cheil Worldwide has created a golf-themed children’s book to help teach the virtues of life. The book will be used in an educational program called “Golf Daddy Class,” which is sponsored by Korean golf distributor Orient Golf. The program and book aim to help golf-playing adults share their life lessons from playing the sport with younger generations. The idea behind the book and program spawned from the fact that, In Korea, golf is often portrayed as a business tool for fathers on weekends while its inherent sportsmanship goes unnoticed. Orient, however, was looking for a corporate social responsibility program to change this perception and to position itself as a leading brand in people’s minds.
The illustrated book consists of 10 chapters based on the Golf Daddy Class curriculum. The contents touch on various topics including an introduction to golf, lessons teaching the rules of the game, golf-related proverbs, a golf course field trip, and much more. Golf Daddy Class aims to underline for children the virtues that can be learned by playing golf. For example, children learn “honesty,” as the player keeps the scores; “composure,” as the player needs to focus on him/herself and not the competitor in order to win the game; and “patience,” as the golfer has to keep playing even when faced with obstacles such as bunkers or water hazards. The books are given to children at the beginning of the first Golf Daddy Class, and are hidden inside a rather elaborate green box to spark their interest. Inside the box, besides the book children will find other tools and souvenirs to help them in the class, such as a bespoke golf ball, T-shirt, canvas bag, photo frame and character stickers.
Jongchul Jang, Creative Director at Cheil Worldwide, said: “Golf is the only sport that the player gives a penalty to him/herself. We believed that a good golfer can become a person of good manners, so we created Golf Daddy Class by bringing golf and education on life virtues together.” Junseok Park, Account Manager at Cheil Worldwide, added: “Adolescence is an important period for developing your dreams and ideals. By opening the green box, students begin their journey in search of future life.”
Cheil Worldwide worked on the book and campaign with Dr. Dongil Kim, a leading professor at the College of Education, Seoul National University; illustrator Jam Kim, space designer Sangjun Park, book designer Moojung Park and film director Sungho Han. The Golf Daddy Class is developed as a 10-week curriculum with 10 sessions. 20 students are taught by two professional golf trainers from Orient Golf, two teachers from the NGO for children’s educational program “We Start,” and 'golf daddies' (parents) who are willing to become mentors. The program was pilot-tested in two middle schools in Korea, and will launch officially in ten middle schools starting next year.