The Military Manpower Administration's "Thank You for Serving Today" campaign won the grand prize at the 2026 Korea Public Relations Award on Friday, hosted by the Korean Academic Society of Public Relations and supported by the Korea Press Foundation.
The campaign was designed to express gratitude for the dedication and hard work of young people giving their best during their military service, and to foster a culture of social respect. It reframed service members not merely as individuals fulfilling an obligation, but as the guardians of everyday life in South Korea.
As part of the campaign, a video highlighting young people pushing past their limits for the country was produced and broadcast through television, YouTube and outdoor advertising. Online engagement events followed — a comment event on YouTube for viewers of the video, and an Instagram event encouraging people to share their own military service photos — drawing broad public participation.
The administration also produced cup holders and mini banners carrying the campaign's message and distributed them to 76 "Narasarang" stores nationwide. The commissioner personally delivered drinks along with words of appreciation to young people undergoing military physical examinations, conveying messages of support and respect through a range of channels.
Commissioner Hong So-young said the award was especially meaningful because it reflected wide public agreement with the campaign's core message — that society as a whole should remember and respect the time and effort of those who faithfully complete their military service.
The Military Manpower Administration has identified strengthening the fairness of military service, supporting youth through their service obligations, building an AI-based military administration system, and establishing wartime mobilization readiness as its key priorities.
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