The Campaign

The idea is to turn people’s mind around under the single-minded idea of "EVERYBODY HEROES.”

Creative Execution

The project was first implemented to an elementary school in Tokyo. It has been approved by Ministry of Education, Culture, Sports, Science and Technology of Japan and the activity has spread to nationwide.

The project has been approved by Ministry of Education, Japan. Implemented in 45 out of 47 prefectures: Expansion rate 95%. Total number of schools that implemented: 403.

The campaign is designed to approach elementary school teachers for them to hold a special educational class about "food allergy" to school kids.

Pfizer created a “Class” and a “Theme Song” that allows children to learn about the complex system of allergy in fun way.