The tragic sinking of Sewol ferry on April 16th of 2014 took the lives of 304 passengers onboard, 250 of which were high school students on their way to a field trip. The disaster left many South Koreans devastated and deeply shocked. To articulate the concept and significance of the Memorial Forest, the campaign brand's name "foRest in peace" was coined by putting together the word "forest" with an idiomatic expression "rest in peace." Thanks to the participation from Sean Hepburn, Audrey Hepburn's son, and the nationwide crowdfunding efforts, Sewol Memorial Forest was constructed on a location where the incident actually happened.