DIVERSITY IN DISASTER PREPARATION

TitleDIVERSITY IN DISASTER PREPARATION
BrandYAHOO! JAPAN
Product / ServiceCSR
CategoryB04. Posters
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU DIGITAL INC. Tokyo, JAPAN
Media Placement 2 DENTSU ISOBAR Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
PR 2 INITIAL Tokyo, JAPAN
Production TYO INC. Tokyo, JAPAN
Production 2 AID-DCC INC. Tokyo, JAPAN
Production 3 BEATNIK INC. Tokyo, JAPAN
Production 4 J.C. SPARK Tokyo, JAPAN
Production 5 ADBRAIN INC. Tokyo, JAPAN
Additional Company TOW CO.,LTD Tokyo, JAPAN
Additional Company 2 YOKOHAMA SUPER FACTORY Tokyo, JAPAN
Additional Company 3 SORI CONSULTANTS INC. Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Susumu Namikawa DENTSU INC. Senior Creative Director
Taishi Iwaki DENTSU INC. Creative Director
Naoto Shigemasa DENTSU INC. Communication Planner
Mariko Fukuoka DENTSU INC. Copywriter
Hiromi Uzaki DENTSU INC. Art Director
Yoshifumi Sato DENTSU INC. Social Media Planner
Shunji Morita DENTSU DIGITAL INC. Data Creative Planner
Moe Hosokawa DENTSU INC. Activation Planner
Koji Nakagawa DENTSU DIGITAL INC. Account Exective
Yoshimi Takimura DENTSU DIGITAL INC. Account Executive
Kenichiro Hara DENTSU INC. Account Executive
Goki Sato TYO Inc. Project Producer
Yusuke Yamanaka AID-DCC Inc. Planner
Yuka Sato AID-DCC Inc. Assistant Producer
Manabu Ariyoshi AID-DCC Inc. Interactive Designer
Takanobu Noso lem inc. Technical Director
Masashi Ohashi AID-DCC Inc. Programmer
Yoshihiro Miyakawa SONO PRONTO Inc. Movie Director
Mizuki Nishida J.S.C. Cinematographer
Yo Matsumoto J.C.SPARK Inc. Graphic Designer
Airi Nakano ADBRAIN Inc. Graphic Designer
Zal Heiwa Sethna Soli Consultants inc. English copywriter
Yuya Hamamura Platinum, Inc. PR Director
Takeshi Shimizu Platinum, Inc. PR Consultant
Ai Shibahara Platinum, Inc. PR Consultant
Takumi Nakao Platinum, Inc. PR Consultant
Minoru Sakai TYO Inc. Production Manager
Masahiro Shimizu TYO Inc. Production Manager
Kumiko Morita Yokohama Super Factory Photo Producer
Kotaro Tanaka TRAVOLTA Photographer
Mariko Yoshitake scab. Retoucher
Takashi Kibe TOW Co.,Ltd. Event Producer
Masashi Hasuike TOW Co.,Ltd. Event Producer
Shuya Arita TOW Co.,Ltd. Event Producer
Dai Wakabayashi TOW Co.,Ltd. Event Planner
Akira Yamada beatnik inc. Spatial Designer
Takuma Sone INITIAL INC. SNS Planner
Yuri Kamisawa DENTSU ISOBAR INC. SNS Producer
Wakako Ashida DENTSU ISOBAR INC. SNS Planner
Raisa Kamie DENTSU ISOBAR INC. SNS Planner
Reiko Shimizu DENTSU ISOBAR INC. SNS Planner
Jungeun Choi DENTSU ISOBAR INC. Media Planner
Keita Fukui more communication Media Planner
Hiroteru Matsuda SEP,inc. Motion Director
Yumiko Kasahara SEP,inc. Motion Assistant Director
Tetsuya Kobayashi TYO Inc. Assistant Director
Yuriko Minami TYO Inc. Assistant Director
Yoko Wake Yahoo Japan Corporation Brand Manager
Naoko Takahashi Yahoo Japan Corporation Producer
Katsuya Fujisaki Yahoo Japan Corporation Director
Takahiro Koga Yahoo Japan Corporation Director
Kenji Sakai Yahoo Japan Corporation Design Manager
Reiko Hasegawa Yahoo Japan Corporation Design Manager
Naoki Muto Yahoo Japan Corporation Engineer
Naoaki Sato Yahoo Japan Corporation Engineer

Background

Natural disasters are increasing worldwide. Japan has about 20% of the world’s earthquakes, yet nearly half of its people are not adequately prepared for disasters. After a disaster, certain needs are common among all victims, such as food and water. However, Yahoo! looked at past search data and focused on the underlying yet serious fact that individual needs and challenges become fragmented in the harsh conditions of post-disaster shelters. We communicated these issues and solutions in the form of a new approach toward disaster preparedness. Then, we took an approach that analyzed the issues and their solutions and presented them in clear, easy-to-understand illustrations. We also called upon media, celebrities, and government to promote this importance and take concrete actions to change awareness about disaster preparations among the public.

Describe the creative idea (40% of vote)

Immediately after an earthquake or other disaster, media coverage and interest among the government, corporations and populace focuses on the afflicted area. But few take into consideration the diverse characteristics and living environments of people forced to evacuate. Many people in post-disaster shelters suffer from declining health or even lose their lives, but few people are aware of this fact. This is why we decided to propose a new form of disaster preparedness called "Diversity of Disaster Preparation," focusing on these latent yet serious challenges. We analyzed needs and solutions from over 20 years’ worth of Yahoo! search data. We also used simple illustrations that anyone could understand to bring this somewhat distant and difficult theme of disaster preparedness closer to home. These illustrations were presented one by one to create an environment in which even those who had not experienced disasters could easily approach the issue of disaster preparedness.

Describe the execution (40% of vote)

We used soft and gentle drawings for the cards illustrating disaster preparedness, a theme that is difficult to inspire people’s interest. Then, to express the unique emergency kit needs for each individual, we had 11 illustrators, each with a unique touch, create 143 illustrations. To unify the overall art direction for the printed cards, we selected paper with a special texture and added one fluorescent ink color to all of the drawings to give them a sense of consistency despite the use of different illustrations. And the illustrations depicting the emergency kit items were drawn in a similar style to make the information clearer.

List the results (20% of vote)

[Media Outputs] Social media impressions: Over 320 million Featured in numerous TV programs and online media, especially TV news and economic programs. [Target Audience Outcomes] Project participants: Over 300,000 Social engagement rate: 619% increase It earned support from nearly 30 public organizations including the United Nations Information Centre, the Japan Committee for UNICEF, the Japan Red Cross Society, and other international NGOs that provide humanitarian aid, along with the Japanese government. This encouraged changes in awareness and further motivated people to take action. Yasuki Kaibori, the government minister heading Japan’s disaster preparedness efforts, offered this statement: "This is a very meaningful project for encouraging people to take notice and action for learning and taking the necessary preparations before a disaster occurs. Promoting this will help to reduce the impact of disasters and improve lives through healthier living among victims, and therefore we wish to support and encourage this project.”

Links

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