Brief Explanation

After the earthquake and tsunami, saving lives—or first aid—was the top priority. But information, encouragement, volunteers, donations and other communication-related activities were needed soon after. We called these “second aid.” We created decks of playing cards and Number Place cards showcasing 52 such actions and activities.

The Brief

To share Second Aid wisdoms with future generations. After the March earthquake and tsunami, companies and individuals in Japan undertook numerous 'actions for reconstruction.' No one knows when or where a similar disaster might happen next. We saw passing on our knowledge of the ways communication can be used in times of disaster as a mission of the advertising agencies of disaster-ravaged Japan. This is how two rival Japanese agencies came together to start a joint project.

How the final design was conceived

We thought that card games were the best tool for teaching disaster preparedness in a fun format; after all, who would throw away cards?

Indication of how successful the outcome was in the market

We distributed the two card games to 1,500 top executives of major Asian agencies, media companies, production houses and clients attending AdAsia 2011 New Delhi last November. This enabled us to give around 900 major communication companies in Asia Second Aid they can use in case of disaster. With our sincere hope that they never need to use the cards except for entertainment purposes.