DIVERSITY IN DISASTER PREPARATION

Short List
TitleDIVERSITY IN DISASTER PREPARATION
BrandYAHOO! JAPAN
Product / ServiceCSR
CategoryE09. Social Data & Insight
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

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 strategy

Since the Great East Japan Earthquake in March 2011, reporting on disasters in Japan increases in early March, along with public awareness. We timed our communication with this to maximize the spread and penetration of information to the public. To increase awareness, we needed to be aware that a large segment of the public had never experienced disasters. We saw the need for communication that brought disaster preparedness closer to home, so we used the true personal insight that search data could provide to analyze potential challenges and their solutions, and illustrated these in specific ways in an attempt to change the awareness and behavior of many, including those who had never experienced disasters. We called on media, government, and international NGOs to increase the reliability of the information. We also used a diverse array of celebrities and influencers to drive the point home to a wider audience.

Describe the execution

The launch of the project was timed to when reporting and awareness about disasters is highest in Japan. Certain needs such as food and water are common among all victims after a disaster, but individual needs become fragmented in the harsh conditions of post-disaster shelters. This is a matter of life or death, so each person’s needs are different. This was our new approach to disaster preparedness. We called upon media, government, international NGOs, and celebrities. They stressed the importance of this new approach and acted on it, spurring changes in consciousness and behavior among the public. We also set up a website and exhibition where the public could see what emergency kit items they needed for themselves. These were covered in numerous online articles and TV reports, and participants posted positive comments about the project on social media. This widespread recognition contributed to greater awareness about disaster preparations.

List the results

[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. It was also adopted for use in public elementary schools, with special classes held to promote early understanding. It is currently being considered for adoption in public elementary schools in Tokyo and throughout Japan. We will continue this as a grassroots activity to promote awareness and encourage action for disaster preparations for individuals and their families.

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