Korea Federation of Banks launches click-to-donate rice campaign for vulnerable households

A like counts for 10,000 won, a share for 10,000 won and a comment for 20,000 won — all donated by the banking sector. The Korea Federation of Banks is running a campaign that turns online engagement into charitable giving, aiming to deliver 500 million won ($373,000) worth of white rice to about 33,000 vulnerable households across the country.

The federation announced Tuesday that it will run the "Anyone's DIY Donation Campaign" throughout November on BANKiT, its social contribution platform, in partnership with the Korean Red Cross.

The campaign lets participants contribute without spending their own money — simply by taking small actions online. Clicking "like" or "share" on a fundraising page on BANKiT credits 10,000 won each, while leaving a comment credits 20,000 won, all drawn from banking sector funds. The campaign is accessible through both the BANKiT mobile app, launched last year, and its website.

The fundraising target is 500 million won. Once the goal is met, the federation plans to deliver an equivalent amount of white rice to about 33,000 vulnerable households nationwide through the Korean Red Cross.

Last year's edition of the same campaign had a target of 400 million won; this year the federation raised the goal by 100 million won. Since 2022, the federation has combined its year-end donation drive with a public participatory online campaign.

The initiative is part of the "Bank Love Sharing Network," a program the federation and the Korean Red Cross have run together since 2006. If this year's support is delivered as planned, the program will have provided about 440,000 vulnerable households across the country with 14.1 billion won worth of white rice and other basic necessities over 21 years.

"We hope the spirit of sharing that the banking sector has sustained for 21 years will once again reach those in need with warmth this year," Chairman Jo Yong-byung said. "We will continue to fulfill our social responsibilities alongside member banks and consistently expand participatory giving together with the public."