The Brief

“Iruka work” is an NPO facility, nursing and helping people with disabilities for them to lead more independent lives in the local community and society, through activities such as baking and selling breads. However, not many local people were aware of them or showed interest, thus we needed to increase their awareness and understanding.

Creative Execution

As a way to leave a strong impact in the local community with unidentified number of targets, we wanted “left items” to evoke the fact that there are “people who were left behind from local community.” Because the campaign was held in winter, we used handmade knit caps, scarves and gloves that would make people want to return to owners as soon as possible. We warmed up their heart and drove them to take an action – in the end, many people did return the goods to the facility.

Describe the creative solution to the brief/objective.

Our idea was to use left items as media. This is how it works: 1.We put “left items” like scarf in a noticeable location in town. 2.If you pick up the item, you see the “Thank you for noticing us” message from people with disabilities and address & email of the facility. 3.You can either send a message or deliver the left item to Iruka where they can interact with each other As a result, the awareness from the local community went up. Likewise, those with disabilities felt that they were not left behind either.

Results

Aided brand awareness: increased more than 3 times! (from 7.8% to 27.5% in Fukuoka-city with US$5,000 budget) *Pre/post campaign survey, N=200 By encountering left items, many people realized that there are people who are left behind from local society. But they are not left behind, any more.