|Brand||DISASTER PREVENTION GIRL|
|Product / Service||TSUNAMI DISASTER PREVENTION|
|Category||B04. Business Citizenship / Corporate Responsibility & Environmental|
|Entrant||PR TIMES Tokyo, JAPAN|
|Idea Creation||PR TIMES Tokyo, JAPAN|
|PR||PR TIMES Tokyo, JAPAN|
|HIDEFUMI CHIDA||PR TIMES Inc.||PR Coordinator|
|HIDEFUMI CHIDA||PR TIMES Inc.||Interactive Creative Director|
|YUKI HONDA||R-Pro||Associate Creative Director|
|ASAKO OKUBO||PR TIMES Inc.||Marketing Director|
|MIREI FUKASAWA||PR TIMES Inc.||Planner|
|CHIHO MATSUSHITA||PR TIMES Inc.||Plannner|
|TAKASHI ARAI||PR TIMES Inc.||Designer|
|KANAKO TAKAHASHI||PR TIMES Inc.||Editor|
|REIKO KONDO||PR TIMES Inc.||Copywriter|
|TAMOTSU KOBAYASHI||PR TIMES Inc.||Account Executive|
|MIRAI HARADA||LOANDEAL||Managing Director|
The core idea is orange flags themselves. To improve and promote people's understanding, we made [Future Extra Edition] and [Misanga]. [Future Extra Edition] Most of the news around the world about disasters often portray either a tragic past or a pessimistic vision of the future; we can seldom find any trace of hope in them. Also, people often try to forget any information that is inconvenient to them and instinctively hope that everything will be alright for them. Which is why we decided to publish the Future Extra Edition to remind people that a tsunami struck the land 1 year ago, hopefully. We delivered it in a format that will allow people to register the location of an orange colored flag when they find one. [Misanga] To involve another people except for seaside-inhabitants, we provided the useful item: generating unique, fashion-familiar, social good or various other contexts for our project.
In the Pacific coastal regions of Japan, tsunami disasters by the Nankai Trough Mega Earthquake are anticipated. The #beORANGE hold events in an effort to raise approximately 100 orange flags along the coastal town or coastlines. (These were located on tsunami evacuation buildings, schools or apartments. All terms and locations were based on the hazard map of each region.) Start: July 18: Marine Day End: World Tsunami Awareness Day At October 23rd, we delivered the extras to inhabitants with 49 tsunami evacuation buildings orange. In advance, all building owner of the region agreed and started to raise flags in the morning. During activities, we issued a convenient wristband. It has over 10 uses and can hold over 200kg among other functions.
1: Media Outputs It had a PR reach of over 2.76 million people across Japan through 300 media. $900,000 worth of free publicity: almost all contexts is very delightful and hopeful. In our activities, the meaning of orange and misanga’s functions were especially featured on. 2: Target Audience Outcomes Japan windsurfing association, Japan Sports Agency, administrations or Municipalities approved us and 73 municipalities planted the flags in total. The video has more than 170 thousand views in total. The one tweet just after the tsunami was retweeted 1.8 million times. One inhabitant left a voice-mail message(Japanese): the phone number on future extra was alive. The critical message to future extra shows the disaster prevention is too hard to accept. If it happens in a few days, he will use the opposite words. [ download(dropbox): https://goo.gl/Qlo6QN ] 3: Business Outcomes Over 4,000 misanga were sold out: about 6 million yen. Miyazaki Prefecture decided to accept the flags in 2017.
We started the project #beORANGE, a new concept to advocate and realize Tsunami Disaster Prevention through the highest-visibility- color orange. If the Tsunami disaster prevention is familiar, evacuation of people will accelerate, leading to possible prevention of secondary damage. Based on this idea, #beORANGE will build a structure which the local government, administrative authority and the community will be able to implement and continue the Tsunami Disaster Prevention Training in their regular disaster prevention training. Our PR aim was to make people imagine the emergency easily.
• Target audience (consumer demographic/individuals/organizations) seaside-inhabitants: areas elderly population is large, especially Kochi-City. surfers and beach lovers • Target Media Local TV, newspaper, magazines, and news sites, especially intimate to surf, life, natural hazard or disaster. • PR planning Visualize the meaning of orange flag's function. Visualize proponents using #beorange. • Approach Informed the meaning to inhabitants by delivering the Future Extra Edition. Placed #beorange on website, movie, products, SNS or several communication scenes.