The Brief

'To connect and inform the local community' Schools fill an invaluable role in everyone's lives. In Japan, they have the added role of being the evacuation centers for natural disasters. After the earthquake, tsunami and nuclear scare of March 2011, the importance of that second role became a devastating priority. The government mandated schools to better connect the communities they serve, and inform them of their locations and evacuation routes. Wada Elementary School wanted to communicate this in a powerful way to engage people, not only with the schools but with each other.

Describe how the promotion developed from concept to implementation

'Ribbond Birds' We created a simple yet meaningful action for families and friends to do together. Following a traditional Japanese craft we united the community, had fun and helped teach kids and adults information that could save their lives. We call it Ribbond Birds.

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

The school board polled all municipal schools to see if they also wanted the Ribbond Birds, and 75% replied yes. We are now helping other schools roll out this simple and memorable act.

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

'Everyone joined in the creation' We reached out to local artists and a famous composer to help create an original crafted bird made of folded ribbon and special song. Easy enough for anyone to make and sing. From school children to old shop keepers, everyone joined in the creation. Then gathered at the school to release the Ribbond Birds into flight. Every time residents look up, they feel their renewed bond with their neighbors.