Case Study · Government & Public Ceremony · UN Agency · NGO
UNICEF Every Mind Matters Festa — Children's Rights Public Festival in Korea
Public-sector children's rights and mental-health festival in Korea, produced end-to-end (A–Z) by REFAD — strategy, stage, family-audience experience design, video, and on-site operation.
By REFAD Team · Published 2026-04-20
Key Stats
UN Agency
UNICEF Korea client
Family
Child-safe public format
EN/KR
Bilingual run-of-show
A–Z
End-to-end in-house delivery
Client
UNICEF Korea
Format
UN Agency · Public Festival
Region
Seoul, Korea
Scope
End-to-end production
The Challenge
UNICEF Korea — the Korean National Committee for UNICEF — required a flagship public festival in Korea: Every Mind Matters Festa, a public-sector event advancing children's rights and child mental-health awareness for Korean children, families, partner NGOs, public-sector stakeholders, and corporate sponsors. The brief demanded a production partner who could simultaneously handle (a) a public-festival format welcoming families and children with safety and accessibility front-of-mind, (b) a stage and spatial concept faithful to UNICEF's globally recognized brand system, (c) bilingual run-of-show coordinating UNICEF Korea programming, partner sessions, and KPI sponsor moments, and (d) reusable post-event content for advocacy and donor communication. Above all, the client required one accountable partner familiar with the operational standards expected of a UN agency operating in Korea — and with the safeguarding rigor required for an event involving children.
REFAD's Approach
- Unified in-house team — planning, design, video, technical production, and IT all delivered by a single REFAD team, removing vendor coordination overhead for UNICEF Korea's communications and events lead.
- UNICEF brand fidelity — stage, signage, and spatial concepts honoring the global UNICEF visual identity and child-rights mission, with material and color choices appropriate to a family audience.
- Family-audience experience design — circulation, child-safe zones, accessibility, and program pacing designed for parents and children rather than a corporate audience.
- Bilingual run-of-show — English and Korean cue sheets aligned with UNICEF programming, partner sessions, and sponsor moments.
- Embassy/NGO-grade content production — opening VCR and post-event sketch film produced as reusable advocacy and donor-communication assets.
- On-site command — dedicated PM, technical director, and floor managers from REFAD's in-house technical division, briefed on UN-agency operational expectations and child-safeguarding awareness.
Delivered Scope
Stage & Space
Main stage, family/child experience zones, partner booths, registration flow.
Technical
Sound, lighting, LED walls, camera switching, rehearsals, family-safe AV levels.
Video Content
Opening VCR, advocacy content, post-event sketch film for UNICEF channels.
Operations
Bilingual run-of-show, family flow, on-site PM, partner/sponsor coordination.
Outcome
UNICEF Every Mind Matters Festa was executed to UN-agency standards with a single point of accountability. The post-event sketch film became a reusable advocacy and donor-communication asset for UNICEF Korea. The engagement extended REFAD's track record across UN agencies, embassies, and public-sector stakeholders in Korea, and reinforced REFAD's positioning as a public-sector and NGO production partner.
Why UN Agencies, NGOs, and Public-Sector Clients Choose REFAD
- Public-sector and UN-agency track record — UNICEF Korea (Every Mind Matters Festa), Embassy of Sweden (Sweden Day), Embassy of the UAE (Emirati Women's Day), and government / public ceremony work in Korea.
- Bilingual-by-default — EN/KR project management, with multinational reach across Atlas Copco, Volvo Group, SAAB, ECS&NICE CXone, Schneider Electric, Ulthera / Merz Aesthetics APAC.
- One-team integration — planning, design, video, technical, IT all in-house; no vendor patchwork — important for public-sector clients with lean local communications staff.
- Patent-pending system for event concept-based stage layout and run-of-show generation — repeatable quality, not one-off creative.
- 10-year heritage — REFAD (est. 2025) inherits MUSITEC's (2015–2024) decade of production expertise, vendor network, and equipment.
- Award recognition — 2026 Forbes Korea Consumer-Selected Best Brand Award (Marketing Agency Category).
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