Naver is rolling out a large-scale campaign based on its blog platform to record the daily lives and life trajectories of people across South Korea, moving to expand its content ecosystem.

Naver said on June 8 it will jointly run a national participation recording campaign, the 'Everyone's Reflection Project', with the Korea Arts and Culture Education Service.

The campaign is planned under the theme, "A record of looking back on myself, an unexpected discovery." It is designed to encourage a culture of recording personal experiences and thoughts and sharing them with other users. Sponsors include the Jigwan Foundation, the Reflection Network and the Korean Library Association.

To help users write, Naver will suggest a different theme each month for 3 months. In June, it will focus on memories and experiences under the theme of "family." In July, under the theme of "occupation," it will collect posts recording growth accumulated through life stages such as study, employment, starting a business and retirement. In August, it plans to invite letter-form content addressed to a past or future self, or to others with similar concerns.

The project runs from June 8 through Aug. 31. Those who want to participate can write a reflection post on Naver Blog and publish it publicly with the required hashtag '#모두의회고'.

To encourage the production of quality content, Naver has prepared rewards worth a total of 55.5 million won. It will select 510 people who publish outstanding content during the campaign period for awards. The winner of the top prize, the "Shining Reflection Award," will receive the director's award from the Korea Arts and Culture Education Service and a gift certificate worth 1 million won, and winning entries are to be used later for an offline exhibition and the production of a commemorative booklet. It will also provide lodging vouchers, profile photo shoots and Naver Pay points through a draw among monthly participants.

Naver said, "We plan to continue seeking ways to expand the base of a deep content ecosystem that contains diverse perspectives and stories."