Why is this work relevant for Branded Content & Entertainment?

This is the world's first project of creating TV commercials of organs. Taking advantage of conciseness and entertainment of TV commercials, we succeeded in teaching how interesting the human body is to Japanese children.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Being a public broadcasting, NHK Educational TV is prohibited by law from airing commercials.

Describe the target audience and why your work is relevant to them.

Our target was children between 4 and 9 years old. Especially those who are not good at science as a subject.

Background

Situation: In Japan, many children struggle with one of the main subjects --- Science. Plus, amongst topics of science students have less interest in "human body". It will cause,in the long run, decline of a medical field. Brief: We need to communicate in an entertaining way the wonders of the human body to children who have short attention spans.

Describe the creative idea

Firstly, we dared to create TV commercial slots in a sience TV programme called "BODYPEDIA" aired in Japan's national public broadcasting organization, (NHK educational TV) with no TV slots. While these are entertainment, we pretend as if these are advertising. Secondly, we made a fictional company called "ORGAN," introducing each organ like the company's original product and explaining how it works in a simple way. By creating 16 short films about 9 organs, we were able to straightforwardly engage children with short attention spans.

Describe the strategy

Children tend to lack the power of concentrations. In addition, they are not good at understanding complicated contents at once. Based on these facts we focused on a format of TV commercials because of its conciseness and fun, where we can introduce the names and functions of the organs in 15 or 30 seconds.

Describe the execution

From December 22, 2018, to March 25, 2019, the 16 ORGAN TV spots were aired within the "BODYPEDIA" program, which was broadcasted across Japan through the network of national public broadcasting NHK. During winter vacation and spring vacation the number of viewers in children rises. Moreover, we rebroadcast some episodes which drew more attention.

Describe the outcome

The TV spots reached over 10,000,000 viewers in Japan. Judging from reactions through SNS more importantly, children got to be interested in the human body.