Results and Effectiveness

*Many children in Tohoku folded Pikachu helmet and wore it. We distributed 2,000,000 issues of newspapers containing the Peachu Helmet　to the children at the shelters at Miyagi, Fukushima, and Ibaragi prefectures. Our project attracted much public attention and was talked about on Twitters and various blogs. And of course, was a big hit with the kids at the shelters.

Creative Execution

*Pikachu folding helmet We designed a Pikachu folding helmet as part of the advertisement.

Insights, Strategy and the Idea

*To cheer up children in Tohoku on Children’s Day The Pokémon Company that produces Pokémon expressed their wish to cheer up the children who live in the areas severely affected by the 3.11 earthquake and tsunami on Japan’s national holiday for children (May 5th). *We chose newspaper Newspapers are delivered every day to the people living in temporary shelters in Tohoku. As such, it is the most dependable and direct media to deliver messages to the children. *Folding helmet Since it is customary to exhibit a traditional warrior helmet on Children’s Day to pray for children’s health, We designed folding helmet as part of the advertisement to be delivered. Folding paper does not require any special tools.