Why is this work relevant for Media?

As a Japanese public TV station, NHK doesn't be allowed to have TV commercial slots in its TV programmes. We focused on that fact and dared to make TV slots and aired the world's first TV commercials of organs.

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. Objective: Reach 1,000,000 viewers (1% viewer rating)

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

Firstly, we dared to create TV commercial slots in a science 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 (20% of vote)

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 (20% of vote)

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.

List the results (30% of vote)

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.