VOLUNTEER INFORMATION PROJECT FOR 3.11.JAPAN DISASTER

TitleVOLUNTEER INFORMATION PROJECT FOR 3.11.JAPAN DISASTER
ClientALL PEOPLE WHO PLAN ON PARTICIPATING IN VOLUNTEER WORK AND ALL PEOPLE WHO WAIT F
Product / ServiceVOLUNTEER INFORMATION
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company:ADK JAPAN Tokyo, JAPAN
Sales Promotion/Advertising Agency:ADK JAPAN Tokyo, JAPAN

The Brief

(Problem) The great east Japan earthquake struck us on March.11. The ensuing tsunami swept across many cities and villages along the Pacific coast of the Tohoku district, causing tremendous human and structural damage. Then many people want to volunteer at the disaster area. However, there was not the media which conveyed correct volunteer information. Therefore, as a result, the mismatch of the volunteer happened, and a loss has been born at volunteer opportunity. (objective) If we were to create a single new volunteer website, the reach would be limited. Major media and bloggers must supply accurate volunteer information.

Describe how the promotion developed from concept to implementation

step1. Launch of Japan Volunteer Information Station (VIS) as an 'information volunteer' that gathers information from wire services, ad agencies, media, universities NPOs and Students and supplies accurate information for potential volunteers. step2. Construction of the VIS database of volunteer information. Database is constantly updated by student volunteers and made available via an Open API. step3. Press releases and briefing sessions to call for cooperation from the media, bloggers and mashup content creators to produce and publish content using the VIS database. step4 Gallery of mashups of volunteer information and establishment of a 'real world' VIS center in Sendai.

Describe the success of the promotion with both client and consumer including some quantifiable results

(Media exposure effect) VIS activities were introduced by in major TV, newspaper, internet news and social media. Estimated value of media exposure in NTV, the Asahi Shimbun and yahoo news approx. 12 million dollars (Adoption of our data) VIS data was adopted by the Tasukeai Japan Project (in cooperation with the Japanese CabinetSecretariat's Disaster Volunteer Coordination Office). Major portal sites that use the VIS database to deliver volunteer information include: Yahoo (http://shinsai.yahoo.co.jp/) goo (http://busshi.311.goo.ne.jp/) msn (http://eastjapaneq.jp.msn.com/volunteer/) nifty (http://www.nifty.com/navi/cs/volunteer/list/1.htm) sinsai.info (http://www.sinsai.info/) (Contribution to volunteer increase) In the first 8 days of operation, the Sendai VIS Center was utilized by 3,700 people.

Explain why the method of promotion was most relevant to the product or service

We constructed a database (Open API) of the latest volunteer information that anyone could use to publish on their own initiative or create mashup content. As a result, we have facilitated the creation of diverse and multiple media that will supply potential volunteers with the very latest information.

Credits

Name Company Position
Hiroyuki Fujishiro NTT RESONANT Leader
Makoto Okamoto ACADEMIC RESOURCE GUIDE Data Base Producer
Masaki Sawamura NTT Resonant Data Base Producer
Yuzo Akakura JIJI Press Data Data Base Producer
Utako Tamai NTT East Data Base Producer
Hirotaka Kawashima Waseda Univ Data Base Producer
Akiko Wada Data Base Producer
Ichiro Inoue Asatsu-DK(ADK) Communication Director
Kazunari Hosokawa Dentsu Public Relations Communication Director
Jun Niki ADK Intaractive Communication Director
Minoru Fujisaki Communication Director
Rika Katsuguchi Communication Director
Yasufumi Tanaka NPO&Vorunteer Coordinator
Takayuki Kitamura NPO&Vorunteer Coordinator
Yuki Hayashida Saitama Univ Leader of the student volunteer
Miki Kouka Keio Univ Leader of the student volunteer
Megumi Kataoka Komazawa Univ Leader of the student volunteer
Other Many sutudent Volunteers