NIGHT SHAKE DRILL BROADCAST

Grand Prix
TitleNIGHT SHAKE DRILL BROADCAST
ClientFUKUSHIMA-MINPO CO. / RADIO FUKUSHIMA CO.
Product / ServiceFUKUSHIMA-MINPO
CategoryB01. Use of Radio & Audio as a Medium
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

Write a short summary of what happens in the radio advert

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, with the content also being published in newspapers and made available freely as an article for those who couldn't tune in on the day.

Cultural/Context information for the jury

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).

Script. Provide the full radio advert script in English.

It’s almost 8:30 pm. We will now conduct an “after-dark emergency drill.” This emergency drill is conducted via radio and is designed with the purpose of preparing for an after-dark earthquake. It is overseen by the Community Support Association for Disaster Mitigation. This drill will guide you through 3 steps beginning from being asleep in bed through to evacuating to your front door. Ok, please turn off all the lights in your house and get into your bed. If you feel insecure, keep the lights on, and follow along as much as you are able. For those who experience earthquake trauma, please turn off the radio for the next 5 minutes. Now, let’s begin the “after-dark emergency drill.” (Pause) There has been an earthquake. This is a drill. This is a drill. Please keep the lights off to simulate a blackout and follow the radio instructions. After-dark evacuation drill / Step 1 ”Secure safety” First, let’s practice protecting our bodies from the tremors. Stay in your bed and refrain from moving about blindly. Cover and protect your head and body with bedding or a pillow. However, if there’s any tall furniture nearby, move away immediately for your own protection. After-dark evacuation drill / Step 2 ”Check for damage” For the next step, we will explain how to check for damage around you. The first thing is to secure a light source. Do you have a flashlight within arm’s reach? If not, temporarily use the light function on your smartphone. Once you have light, use it to check your body, in case you’re injured or bleeding. Is your family safe? Call each other’s names and confirm that your family members are all okay. Next, look around inside the house to check for damage. Be aware of glass fragments when you get out of your bed. Put on shoes, thick socks or slippers if you have them close by. Also, protect your head with a helmet, hat, or disaster prevention hood. When you’re ready, shine light on not only the furniture, but also the ceiling and any walls or beams to check your house isn’t in danger of collapsing. Check the outside of the house as much as possible from the window to decide whether you should evacuate the house or stay inside. After-dark evacuation drill / Step 3 ”Evacuate outside” For the third step, let’s assume damage to the house is extensive and we have to head to the front door to evacuate to outside. Do you remember where you keep your emergency bag? Get your bag, put on something warm and head to the front door. It can be dangerous in the dark. Make sure to light your way with a flashlight. Walk at a steady pace and don’t try to hurry. (Pause) Have you reached your front door? This concludes the “after-dark emergency drill.” Thank you for joining us. Please turn on the lights and return to your room.
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