The Brief

The downturn of farmers and fishermen was a social issue in Japan. However, for those who lived in the cities, this to them was only a news story and not a serious concern. Once the TV is turned off, everything is back to normal and forgotten. We had to gain 'ongoing' interest and concern for Agriculture and Fishery.

Creative Execution

This idea was relevant because people in the cities got excited and began to express themselves. Subscribers posted pictures of the meals they made, using the Ingredients of the journal on Facebook, along with the stories of the young farmers and fishermen. The farmers and fishermen were deeply moved by the messages they received, so they contacted the subscribers personally on Facebook and established new friendships. 'The Edible Journal' has united the farmers, fishermen and city folks and changed what was only a news piece to becoming the center of attention to all.

Describe the creative solution to the brief/objective.

To gain ongoing interest and concern for Agriculture and Fishery, We made the world's first 'Edible Journal' . With every monthly issue of the journal, we sent out fresh food ingredients made by young and ambitious farmers and fishermen. By selling this journal through Facebook account, we aimed at building the direct relationships between farmers/fishermen and people in the cities.

Results

- Although only available online, the number of subscribers reached 200 subscribers in just one day. - The number of subscribers has reached 1,000 now and is still increasing. - The cost of user acquisition is only 0.13 US dollars per subscriber. - The revenue collected by subscription is helping the farmers and fishermen economically. - This journal, which started out as a regional idea, has now developed to become 'nationwide'. Not only the number of subscribers, but also the expansion of the group of people taking contact with each other exceeded our expectations.