The goal of the special representative program is to allow celebrities with interest in UNICEF vision to use their fame to draw attention to important issues. Won Bin is expected to help promoting various UNICEF events (in Korea) and to appear in some UNICEF promotional videos.
Dedicated UNICEF Special Representatives will later be named as UNICEF Goodwill Ambassadors. Famous Asian stars that are goodwill ambassadors include Jackie Chan, Leon Lai, Amitabh Bachchan, and Kelly Chen etc… while Korean ambassadors include celebrities like Ahn Sung-ki, Ryo Si-won and others.