The Campaign

We have devised a message sticker system which allows strangers to casually say to moms and dads, “It’s okay! It’s the job of children to cry.” Moreover, we have conceptualized and created unique content such as motion stickers for smart phones to increase the feeling of “wanting to try it out”. * See supporting content B

Creative Execution

We have made videos available on the specially created homepage, YouTube, and various social media outlets from March 2017. Motion stickers, etc were released on the specially created homepage at the same time. We have also intensified the activity by handing out stickers at insurance agencies and having all of the employees at ORIX Life Insurance Corporation participate in the project.

Our goal of 1 million views was realized in about 2 weeks, and the project was featured in over 36 different articles as a result of the active debate surrounding the topic on social media.

1) To shed light on the societal mindset of “being intolerant of crying children”. We have created the story: “The mission of insurance companies is to help protect the future. That is why we support the moms and dads who, in the process of raising their children, are raising our future.” 2) Designed to invigorate the opinions regarding “crying children” by both supporters and adversaries. We have heightened brand and project interest by consciously expecting to stir debate surrounding the topic in discussions on social media and the like.