The Campaign

"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.

Execution

"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.