The Campaign

Being in the highest positions and having much influence, these male governors were chosen to be the driving force behind the reformation of a “husbands work and wives take care of the home” system.

Creative Execution

On September 27, 2016, the video was uploaded. A press conference was held on the same day with the governors wearing their pregnancy suits. This press conference was covered by more than one hundred media outlets including television and the Internet.

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

The film, which was designed to encourage Japanese men to change their behavior, evoked empathy among many women. It was covered by major media and influenced the feelings of people worldwide. The film had been viewed more than 23 million times a month after its release and spread to 188 countries. Opposition to attitude of “husbands work, wives take care of the home” exceeded 50% for the first time since the survey from 1992. The maximum period for childcare leave also extended from 1.5 years to 2 years. This became a symbolic event which gave huge impact on society.

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

Because this iconic campaign not only changed the awareness of the people, but also moved the whole nation.

In order to create a friendly workplace which encourages men to participate in housework and child care, highly influential prefectural governors were called on to participate. They were asked to wear pregnancy suits which simulate a seven-month pregnancy. The governors were participating in the Work & Life Balance Campaign. This campaign was created to send out a strong message to the country and the general public and show the social issues Japanese women face.