Kim Yong-bin Named New Face of 'Nabi Saegim' Campaign to Promote Elderly Safety

Singer Kim Yong-bin has become the new face of 'Nabi Saegim,' an elderly abuse prevention campaign. An appointment ceremony for his role as honorary ambassador was held during the 10th Elderly Abuse Prevention Day commemorative event on June 12 at the Seoul Garden Hotel Grand Ballroom in Mapo-gu, Seoul, where Kim Yong-bin will deliver public interest messages promoting the safety and respect of the elderly.

This appointment aligns with the campaign's delivery method, as the fan base of trot singers naturally reaches middle-aged, elderly, and family-oriented viewers. For heavy topics like elderly abuse prevention, having a familiar face initiate the conversation helps lower the threshold for campaign participation.

'Nabi Saegim' Operating Around June 15

'Nabi Saegim' is a public participation campaign designed to make reporting elderly abuse easier and to encourage people not to overlook suspicious cases in their surroundings. Around June 15, Elderly Abuse Prevention Day, the campaign has been conducted by promoting reporting methods, prevention messages, and awareness improvement activities.

In this year's commemorative event, in addition to Kim Yong-bin's appointment, there were awards for those contributing to the promotion of elderly human rights, campaign performances, and celebratory performances. Following the event, a period for promoting the prevention and eradication of elderly abuse will be operated throughout June in cooperation with the National Police Agency, with information on reporting apps and hotlines provided through the checkout terminals of five convenience store companies and public interest advertisements on SBS Radio.

26,578 Reports, 7,973 Confirmed Abuse Cases

In 2025, a total of 26,578 reports of elderly abuse were received by elderly protection agencies nationwide. Among these, 7,973 cases were judged as actual abuse, an 11.2% increase from the previous year. In particular, abuse occurring within the home accounted for the majority with 7,076 cases, revealing that this issue does not remain confined to unfamiliar spaces.

Spouses (3,563 cases) and sons (2,123 cases) were the most frequent perpetrators. The proportion of cases occurring in elderly couple households also rose to 42.3%. Because reports may be delayed or the issue may not be recognized simply because it happens within the family, the 'interest' repeatedly emphasized by the campaign is directly linked to actual reporting and preventive actions.

Kim Yong-bin: "A role that can be a source of strength for the elderly"

Kim Yong-bin's role is less about explaining policy and more about serving as a channel to ensure people notice reporting methods and prevention messages once more. The friendly image he has built on trot stages can help translate the rigid guidance of the campaign into stories of families and neighbors.

At the appointment ceremony, Kim Yong-bin expressed his gratitude, stating, "I am thankful to take on a role that can be a source of strength for the elderly." Following his appointment, information regarding the 'Nabi Saegim' app and reporting hotlines will continue to be provided throughout June via convenience store checkout terminals and SBS Radio public interest advertisements.