NIGHT SHAKE DRILL BROADCAST

TitleNIGHT SHAKE DRILL BROADCAST
BrandFUKUSHIMA-MINPO CO. / RADIO FUKUSHIMA CO.
Product / ServiceFUKUSHIMA-MINPO
CategoryB02. Use of Audio Platforms
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU EAST JAPAN Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
Production ROBOT COMMUNICATIONS INC. Tokyo, JAPAN
Production 2 FUKUSHIMA EIZOH KIKAKU, JAPAN
Additional Company COMMUNITY SUPPORT ASSOCIATION FOR DISASTER MITIGATION(COSAD) Tokyo, JAPAN

Credits

Name Company Position
YUKI KUMAGAE DENTSU INC. Art Director
TATSUHIRO NAGASHIMA DENTSU INC. Strategic Planner
IORI ANEGAWA DENTSU INC. Copywriter
MAI MIURA DENTSU INC. Copywriter
KOICHIRO AKATSUKA DENTSU EAST JAPAN INC. Media Producer
KAZUHISA TAMURA DENTSU EAST JAPAN INC. Media Producer
SORAKI HARADA DENTSU EAST JAPAN INC. Media Producer
HARUKI YOKOYAMAI ROBOT COMMUNICATIONS INC. Producer
SHIGEYUKI YAMAUCHI ROBOT COMMUNICATIONS INC. Executive Producer
RYO MORITA MANAGEMENT 8 Director
Daisuke Onodera Fukushima Eizoh Kikaku Director
Shizuki Sato Fukushima Eizoh Kikaku Camera operator
Kazuhiro Kumagai Fukushima Eizoh Kikaku Sound recording
Kazuyuki Ookawara Fukushima Eizoh Kikaku Video Editor
Shintaro Nikkuni Fukushima Eizoh Kikaku Sound Editor
Makito Yamada Fukushima Eizoh Kikaku Assistant producer
JUN MIHARA Community Support Association for Disaster Mitigation(COSAD) Representative Director
SUZUKI MASAHIRO Community Support Association for Disaster Mitigation(COSAD) Director
YUYA HAMAMURA Platinum, Inc. PR Director
TAKUMI NAKAO Platinum, Inc. PR Consultant
KAITO HAYASE Platinum, Inc. Promoter

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.

Links
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