Why is this work relevant for Media?

It re-established the value of radio to society through an idea to utilize radio for an earthquake evacuation drill. The campaign helped increase the value of local media through this collaboration where the local radio station and newspaper worked together to realize a new proposal for an evacuation drill.

Background

March 11 2019, marked the eighth year since the Great East Japan Earthquake, and we felt the need to take new action beyond purely remembering the day in order to prepare for future natural disasters.

Describe the creative idea/insights (30% of vote)

Although night-time earthquakes are dangerous and can take people by surprise, night-time evacuation drills hadn't been conducted to date. The two main reasons were: one, It is difficult to gather people together for a traditional drill when most are at home at night; and two, It is difficult to give evacuation directions during a blackout (i.e. in the darkness).

Describe the strategy (20% of vote)

In order to stimulate participation in the "Night Shake Drill" from the citizens of Fukushima, the news was spread not only via radio but also via the local newspaper, websites, and social media networks. The content was published in newspapers and made available freely as an article for those who couldn't tune in on the day of broadcast.

Describe the execution (20% of vote)

We redesigned the ordinary daytime evacuation drill into a format that could be conducted at night in each household using a radio (or via smartphone) - something that can be found in every home. We created an earthquake evacuation program supervised by the Community Support Association for Disaster Mitigation. During the program, listeners tuned in to their radio in the darkness and experienced evacuating from their beds to their front doors. In a time when radio audience rates are in decline, the campaign gave radio new importance. The program aired on Radio Fukushima on March 11, 2019.

List the results (30% of vote)

- The campaign succeeded in acquiring publicity across various media, with a focus on TV and web. This in itself is a remarkable achievement for a local radio station program, and the effect of the exposure was calculated as JPY1.2M in AVE, including a 5min feature on a TV program as well as articles featured on news websites. - The share rate of the campaign on social media was 35.5 times the normal share rate. - The campaign contributed to increased disaster prevention awareness by familiarizing people with how to prepare for a night-time disaster, something which had never been done before. - A new importance has been given to a local radio station which had a declining audience.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

March 11 2019, marked the eighth year since the Great East Japan Earthquake, and we felt the need to take new action beyond purely remembering the day in order to prepare for future natural disasters.