Kakao Mobility Foundation for Shared Growth is expanding the award scope of its social contribution campaign, 'Road Heroes', to include the general public. Kakao Mobility said on Monday the foundation will broaden the range of eligible winners and run an event to encourage recommendations of good deeds. 'Road Heroes' is a programme that finds and honours people who carry out good deeds on the road and shares their stories, and it has selected a total of 41 heroes over four editions since launching in 2022.

Marking the campaign's fifth year, it is expanding eligibility to all citizens from the previous focus on mobility workers such as taxi, bus and designated drivers. Anyone can recommend a local good Samaritan through the official website, and winners selected after screening will receive prize money and a plaque. The foundation said the expansion aims to build awareness that anyone can be an agent of good deeds on the road and to help everyday stories lead to positive change across society.

A 'focused story submission event' to boost participation will run through May 31. Participants who submit stories during the event period will receive gifts through a draw. The campaign will continue its collaboration with illustrator Kikeuny. Stories can be submitted via a dedicated link on the artist's Instagram or through the official website, and selected stories are set to be produced and released as Instagram webtoons in late June.

A social experiment video made in collaboration with broadcaster Jang Sung-kyu (장성규)'s YouTube channel, 'Manri Jangseonggyu', has also been released. Using the 'Conscience Refrigerator' format, the video shows citizens helping elderly people at crosswalks and surpassed 170,000 views within five days of release. The foundation said the influencer collaboration is helping raise public interest in the campaign.

Ha Heon-gu (하헌구), chairman of the Kakao Mobility Foundation for Shared Growth, said it has decisively expanded eligibility to include the general public in hopes that the value of good deeds on the road will spread across society. He said it will continue to actively share everyday good stories and work to deliver the message that anyone can be the main character of good deeds.