Moohandolbom Receives National Brand Award

Gyeonggi Province’s low-income-family support project was recognized as Korea’s best welfare service brand.

The local government proudly announced that it has won the “2011 National Brand Awards” organized by The Economist and sponsored by the JoongAng Ilbo and the Ministry of Agriculture and Forestry and Fisheries for outstanding achievements inthe field of welfare services.

The National Brand Awards conducted a survey of twelve thousand members of the public chosen via a careful analysis ofconsumption patterns around the nation during the last quarter of 2010 to March 2011. The survey measured brand recognition, representativeness, customer satisfaction, loyalty, and overall image through the distribution of an online questionnaire.

The “Moohandolbom Project” is Gyeonggi Province’s first welfare support policy totarget low-income families that are ineligible for government aid. The local government has set asidefunds particularly for families that cannot benefit from minimum income support programs or emergency welfare support.

“Moohandolbom” is based on the notion that the government will not discontinue its support until low-income families overcome whatever hardships they are experiencing. The brand is recognized by residents as a welfare support program for families facing crisis.

The brand is well known among the province’s residents for its success. Thanks to its uniqueness, other government bodies andresearch institutes have benchmarked the welfare service, and the program has been picked as one of the most successfully implemented programs in the country.

Gyeonggi Province has distributed KRW 5.74 billion to over fifty thousand families in the province so far. Note that medical bills are covered without limit, hence the use of the term moohan (‘infinite’). The program has received positive feedback for its effectiveness.

The program is run in collaboration with private organizations through an MOU in order to reduce consultation fees as well as toprovide financial support for education, free legal consultation, financial support, and other types of aid. The government has invested KRW 3 billion, including private funds. Residents of the provincehave raised KRW 2.9 billion to help pay deposits for homes, treat cases of depression among the elderly, and pay nursing fees. The program is regarded as casting a comprehensive net that does not leave anyone behind.

Gyeonggi Province has placed a Moohandolbom center in each city and county to ensure thatthe service reaches the people who need it most at a very personal level, with the emphasis on helping individuals who seek help.

To help those who find themselves in blind spots of the welfare system, each case must be reviewed and customized in cooperationwith private organizations. Gyeonggi Province’s goal is to make Moohandolbom a one-stop destination for those in need.

Jeong Seung-bong, Director General of Gyeonggi Province’s Health and Welfare Bureau,pledged his dedication by saying, “Now that each city and county has a Moohandolbom center of its own, I encourage anyone who finds themselves in a tight spot to visit one. We will serve our residents with humility and responsibility.”

The Gyeonggi Provincial Government is still working to improve the program by making the process more systematic.

Inquiries: Welfare Policy Division +82-31-8008-2422