NEWSPAPER SIZED PEACE MEMORIAL VENUE

TitleNEWSPAPER SIZED PEACE MEMORIAL VENUE
BrandNAGASAKISHIMBUNSHA
Product / ServiceNAGASAKI NEWSPAPER
CategoryB04. Use of Print or Outdoor
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production PLUG Tokyo, JAPAN

Credits

Name Company Position
Tomoyuki Torisu DENTSU INC. Copywriter
Rio Ebato DENTSU INC. Art Director
Yoshihiro Yarita Plug Ltd. Designer
Sakura Takasaka Plug Ltd. Designer
Masanobu Takamura DENTSU KYUSHU INC. Account Executive
Noriyuki Yamagashira freelance Photographer

Why is this work relevant for Brand Experience & Activation?

This year’s Peace Memorial Ceremony will be 1/10 of the usual size due to COVID-19. As this year would be the 75th anniversary, there were many people who wanted to come but could not. So Nagasaki Newspaper, the only local newspaper in Nagasaki, decided to provide a ceremony with the space of 1 newspaper page, asking their readers to prey from home.

Background

75 years have passed after WWII, and the average age of Hibakusha (atomic bomb survivors) is now over 83. As the people who experienced the war grow older, the world becomes divided, and it is becoming a challenge to inherit the memory of the war to the next generation. And now the Memorial Ceremony will be 1/10 of its usual size. The local newspaper needed to create a place to prey for people who want to but cannot attend, that people who were not interested in the atomic bombing should be interested in it.

Describe the creative idea (20% of vote)

A full-size stone-paved road in the Peace Park, where the ceremony will be held, was printed on a newspaper, with the words, "ceremony venue for a newspaper". Imagining newspapers as venues for the ceremony leads to imagining past events and the current state of the world. "Imagination serves as a deterrent" was made to be a concept. It takes advantage of media characteristics such as "be in time for the silent prayer at 11: 02" and "a size that a person can stand". This was distributed as PDF data at convenience stores across the country and called for posting "# What I imagined on August 9" on social networking services.

Describe the strategy (20% of vote)

Because we wanted to pass on what happened 75 years ago to the next generation, our main target is 20-30 years old. Many people from within and outside Nagasaki Prefecture took part in the event, which was called on on SNS and online news to participate by posting "# What I imagined on August 9". The newspaper data was distributed so that people can print them at convenience stores and at home, and people in areas where the newspaper is not available will be able to participate. As a result, not only the younger generation but also 92 year old Hibakusha joined the effort.

Describe the execution (30% of vote)

On the morning of August 9, the day the atomic bomb was dropped on Nagasaki, a printed copy of the newspaper was delivered to a family in Nagasaki, and at 11:02, the time the bomb was dropped, we asked them to pray while standing on the newspaper. It was planned to be spoken in SNS, the stone-paved data was ditributed so that people outside of Nagasaki can also participate by printing at home or at convenience stores. Also called for the posting of "# What I imagined on August 9".

List the results (30% of vote)

People from all over the country, from 92 years old people to newborn babies, participated and 1000 "# What I imagined on August 9" were posted. At a junior high school in Osaka, which had planned a school trip to Nagasaki this year but was canceled due to COVID-19, 149 3rd graders held a prayer ceremony in a gymnasium using newspaper advertisements. It has spread across generations and places, contributing to newspaper sales and the brand enhancement of local newspapers.