SMILE NEWS -MAKE ”NEVER FORGET” ENJOYABLE-

TitleSMILE NEWS -MAKE ”NEVER FORGET” ENJOYABLE-
BrandFUKUSHIMA-MINPO/KAHOKU SHIMPO PUBLISHING/IWATE NIPPO
Product / ServiceEARTHQUAKE DISASTER RECONSTRUCTION
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Credits

Name Company Position
Michael Lam 1-10 Design Inc. Illustlator
Naoto Tanioka Fork Corporation Markup Enginner
Masayuki Emi 1-10 Design Inc. Markup Enginner
Takakuni Matsuishi 1-10 Design Inc. System Enginner
Teruaki Tsubokura 1-10 Design Inc. Programmer
Hiroyuki Kubo 1-10 Design Inc. Art Director
Kenji Maruyama 1-10 Design Inc. Director
Keigo Nakanishi 1-10 Design Inc. Producer
Azumi Kobayashi Dentsu Inc. Project Manager
Yoriko Iida Dentsu Inc. Planner
Taisei Nakano Dentsu Inc. Media Planner
Nobuaki Hattori Dentsu Inc. Strategist

Brief Explanation

--BRIEF-- Our mission is to keep people’s attention to Tohoku area which was devastated by The Great east Japan earthquake in 2011. When the earthquake and tsunami happened, many of Japanese promised to “never forget”. However, as media exposure of disaster areas decreased and people returned to everyday life, now that it looks as if nothing ever happened. *The recovery is not completed at all, and it will take 40 years, especially in Fukushima. “Never forget” is very difficult and needs patience. --EXECUTION-- We made a smart phone App, “Smile News”. Via the app, 3 local newspaper companies in Tohoku take turns to deliver 1 news articles from Tohoku every morning, for 365 days. As you read about what happening in Tohoku, you can enjoy glowing flower in your App. After every 60 days of reading, your flower will bloom and you can write your message on a plant nameplate. What’s more, we will plant the same number of flowers in three affected prefectures with local people, through “Smile Tohoku Project”, we had kept planted and grown flowers to unite people’s heart in Tohoku for 2 years. The more people keep reading about Tohoku, the more smiles spread in Tohoku. So, Smile News is not only an Apps, but a kind of sustainable social design. Smile News makes “Never Forget” enjoyable. --RESULT-- In 4 month, despite this long-term commitment, over 6000 people have kept reading news for over 120 days and the number is increasing more and more. We won the first prize for the most famous Japanese Ad Award in Mobile Communication category.

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