Background

As made clear from the fact that, in a survey answered by 10,000 Japanese people, 70% said that they did not know the meaning of “diversity,” despite being an advanced nation, Japan has a very low awareness of diversity. Due to this lack of widespread understanding, there are many people that suffer from limited employment opportunities. In order to change this situation, the aim is to promote diversity by first bringing change to how we work, as it is the basis of our lives, and ultimately change Japan into a country where diversity is widely accepted.

Describe the creative idea

“GO DRIVERSITY.” was developed as a slogan to promote diversity. Each person’s individuality was captured as their own unique “color,” and the colors were used to design the taxi icons. The key was to make the design so that it will communicate to speakers of any language. The aim was to have all people feel the potential of diversity.

Describe the strategy

In Japan, there is a negative stereotype toward taxi drivers as an occupation. Through an employment initiative that brings awareness to the fact that driving a taxi is a job that has flexibility unhindered by the barriers of race, nationality, gender, and sexual identity (LGBTQI), “GO DRIVERSITY.” aims to promote diversity among taxi drivers. In addition to eliminating the negative perception attached to this occupation, “GO DRIVERSITY.” will also spread the idea of diversity starting with the way we work.

Describe the execution

If each person’s individuality is seen as their own unique “color,” then a taxi that represents diversity should be made up of a diversity of colors. Based on this thinking, mosaic was employed as the design concept. Each driver’s portrait was first transformed into a mosaic, then the different-colored tiles were picked up to create the taxi icons. Thus, each taxi icon symbolizes each driver’s individuality. The key was to make the design so that it will communicate to speakers of any language, while visualizing the beauty of diversity as well as respect for uniqueness and individuality. This message is communicated through a variety of media, including OOH and social media.

Describe the results/impact

Through this project, understanding is spreading that tax driving is a job that has equality and diversity that transcend the barriers of race, nationality, gender, and sexual identity (LGBTQI). Currently, Hinomaru Taxi employs 40 foreign drivers, 102 female drivers, and 14 LGBTQI drivers, and this project is succeeding in boosting their morale.