Why is this work relevant for Direct?

We believe the idea of presenting child labour information to people who are seeking for a job was a suitable, direct approach. The format of salary, age, working conditions, etc. was tailored to the recruiting site, which made it easy for people to compare the conditions of the ideal job conditions they were looking for. This mechanism gave people the trigger to become aware about child labour.

Background

Goodman Service, a job recruiting media company, knew that child labour needs to be noticed along with the increasing attention of the SDGs. As a company related to labour, Goodman Service wanted to effectively raise the awareness in Japan, where people have low awareness of child labour.

Describe the creative idea (30% of vote)

The cruel job openings for child labour were posted primarily on pages where people would look for a luxurious job in resort areas.Next to the pictures of beautiful seas, mountains, and hotels, there were opening information for children at mines and farms with a slave-like condition. It was devised so people who were surprised by the creative, would naturally learn about child labour. Animation, which is the film content, was also made uniquely.The cruel condition of child labour was pictured in a painting-like expression reminiscent of Surrealism and Fauvism.

Describe the strategy (20% of vote)

We envisaged that comparing ordinary jobs in Japan with inhuman child labour would work as an empathic and effective approach. The target audience isJapanese people looking for a job.We have come to the simple yet impactful idea of posting child labour on a real job recruiting site.In order to make it more effective, we have partnered with organizations such as Amnesty Japan and ACE that aim to eliminate child labour.

Describe the execution (20% of vote)

"Child labour" recruitments appeared on a real job recruiting site operated by Goodman Service.The age, salary, and conditions of children forced to work in inhuman conditions were disclosed under the supervision of Amnesty International.With comparison to jobs in Japan, the cruelty of child labour grew greater empathy.When you click on a recruitment banner, an animation appears in addition to the inhuman conditions of child labour.It was easy to understand and expressed as an issue closely related to the viewers themselves.We also conducted a limited-time campaign that gave a donation when watching the videos.

List the results (30% of vote)

-Recruiting site monthly PV: 1.1M → 1.39M 【126% compared to previous year】 -Youtube views: Approximately 3.11M -Weekly donation of Amnesty Japan: 【116% compared to previous year】 -Weekly donation of ACE: 【253% compared to previous year】 In result, our job recruiting site was utilized as a media to raise awareness of child labour and to earn donations to help solve the issue.

Please tell us how the brand purpose inspired the work

Our client, Goodman Service, is a job recruiting media company.Their site mainly contains job offers for students and foreigners. In recent times, they have been making social contributions such as tackling issues of foreign workers in Japan and dispatching Japanese student volunteers to developing countries. Considering their background, they have been wanting to carry out educational activities for child labour for a long time. As a recruiting company, they could not overlook inhumane labour for children. To contribute, together, we made an animation that expresses the current state of cruel child labour.