Execution

SITUATION -March 11, 2011. “The Great East Japan Earthquake” hit the country. -Maximum wave height 38.9m ‘mega-Tsunami’ caused destructive influence to the coast of East-Japan. -Deaths and missing: 19,312 lives. Shelter living: over 100,000. BACKGROUND P&G Japan had suffered from the Great Hanshin–Awaji Earthquake(1995) 16yrs ago, and received immense support from across the nation. IDEA As company that has received people’s support, we now stand-up to ‘return’ to the survivors of the Great East Japan Earthquake. EXECUTION -’Shampoo Service Project’ provided shuttle bus service for people in shelters who cannot take bath. Bring them to clean and safe ‘bath’ in hotels, where they could wash their head with P&G Pantene. -“Thank you during the Hanshin-Awaji Earthquake. It’s now time for us to return you.” as key message, we conveyed that this is not an ordinary volunteering but it’s for the ‘return’ of what we have received. -This project ran until the shelters closed in October. RESULTS Facilities/Institutions Evacuation centers, Temporary housing units, Care homes, Single mother’s shelters, Middle/high school Participants 627people Bus Travel Distance 1,469 km Participants’ comments "For a brief while, I was able to look away from our life at the evacuation center. I felt at peace." "Pantene scent reminds me of peaceful life before the earthquake." “I don’t want to leave this bus.” (on the way back) “If any future disaster in Kansai area, I will promise to come back and help you.” (when told that this project is for the return from Hanshin–Awaji Earthquake)

English Translation of Main Headlines

Thank you during the Hanshin-Awaji Earthquake. It’s now time for us to return you.