The Brief

Serious cases of child abuse in Osaka prefecture. Efforts were made to draw attention to this problem and its prevention.

Describe how the promotion developed from concept to implementation

Idea is "One tear". Known throughout Japan as a symbol of happiness, Hello Kitty with a teardrop on her face to become Crying Kitty drew wide media attention.

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

Social media spread the news and mass media extensively covered the topic. A popular soccer team, life insurance company, a convenience store and many organization cooperated in providing voluntary support.

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

Young and old, male and female, everyone knows Kitty. To see Kitty cry for the first time had a huge impact and generated understanding and empathy.