Background

Updating Japan’s disaster prevention awareness In the earthquake prone nation of Japan, even 9 years after the Great East Japan Earthquake of 2011, 48,000 people live as evacuees. Earthquakes devastate not only houses, but lives as well. However, with over 1,500 earthquakes annually, Japan has become too accustomed to this natural disaster, and people are no longer prepared for or conscious of the threat. It was this situation that led us to try a never before seen approach to raising awareness regarding earthquakes.

Describe the creative idea

10-Second Earthquake Diagnostics The "10-Second Earthquake Diagnostics" is diagnosis content which utilises the advanced earthquake data provided by the Institute of Disaster Prevention, and uses GPS data to simulate the seismic intensity, probability, and amount of time to restore basic daily needs in the case of an earthquake where you live, in only 10 seconds.

Describe the strategy

Development of mobile content dealing with advanced seismic data Instead of the "earthquake threat" due to seismic intensity, the "inconvenience of life" after the earthquake, such as the number of days of water outage, was individually visualized. In order to achieve this, in cooperation with the National Research Institute for Earth Science and Disaster Prevention, "earthquake prediction map data" and "lifeline obstacle days data" The content was developed by utilizing the two advanced earthquake data of.

Describe the execution

A diagnosis that helps people imagine life after an earthquake In cooperation with the National Research Institute for Earth Sciences and Disaster Prevention, we used advanced earthquake data to individually visualise "daily inconveniences" which occur after an earthquake, such as the number of days a water outage will last as a way of communicating the threat of an earthquake, as opposed to its seismic intensity. "UX Design for data'' was employed, allowing anyone to easily use the advanced data.

List the results

Using ads with region based earthquake data as a hook, participation spread out from each region of Japan, and the risk of earthquakes was visualised nationwide. The campaign was picked up by TV stations, as well as newspapers. 181 web media articles 81 paper media articles A large number of users raised their awareness of the risks through the experience. Number of experiences: 1,124,611（2020/08/25～2021/01/20） Ad recognition rate: 17.1% increase (compared to the same period last year (Oct. 2019). 2019: 39.5% / 2020: 56.6%)