Title | SAFETY HACKS |
Brand | NHK |
Product / Service | APP/ NHK NEWS |
Category | E04. Live Advertising & Events |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA\HAKUHODO | Chief Creative Officer |
Satoshi Chikayama | TBWA\HAKUHODO | Senior Creative Director |
Yuji Tanaka | TBWA\HAKUHODO | Copywriter |
Takayuki Ogawa | TBWA\HAKUHODO | Art Director |
Kazuaki Kuribayashi | TBWA\HAKUHODO | Planner |
Masahiro Nishide | TBWA\HAKUHODO | Copywriter |
Eunhee John | AOI Pro. Inc. | Planner |
Hirotaka Fukatsu | TBWA\HAKUHODO | Agency Producer |
Chikako Nagai | TBWA\HAKUHODO | Agency Producer |
Kesuke Mizusako | AOI Pro. Inc. | Producer |
Rikiya Saito | AOI Pro. Inc. | Producer |
Ayumi Sakagami | AOI Pro. Inc. | Production Manager |
Hiroki Ono | Club_A | Director |
"Knowledge worth sharing" We created a series of Safety Hack videos that you can see on your smartphone. The videos introduce practical survival ideas, endorsed by specialists. We also crafted the videos in a way that makes people want to ‘see’ and ‘share’, just like life hack videos. You can see these videos anytime, anywhere, on your phone.
"Always there, when we need it most" The videos are available on our website and smartphone for everyone to see even during a disaster. We regularly aired the videos on TV in Japan to expand survival awareness. We also translated them into 6 languages and shared them to the world through the official social media accounts of NHK WORLD. We also organized workshops around Asia so participants can experience the disaster survival ideas.
"The knowledge continues to spread across the globe" Being the most-shared and the fastest-shared videos in Japan’s public broadcasting history, the number of views have been growing with every disaster. After the Jiuzhaigou Earthquake in Sichuan Province, China in August 2017, more than 22 million views were recorded for China alone. Today, the number of views are still increasing throughout the world.
“Creative value that reverberates with every disaster” We believed that our video will spread as soon as major natural disaster hits, on any part of the globe. This is when survivors need any piece of advice or information to increase survival chances and mitigate damage, and also when attention of those in unaffected areas turns to the same. Therefore, we didn’t concentrate media exposure at launch but posted and broadcast on social media and TV at regular intervals with the videos made available online, for anyone to see, whenever they want. 5 months after the launch, there was a major earthquake in China these videos helped a significant number of people there.