Title | 10-SECOND EARTHQUAKE DIAGNOSTICS |
Brand | THE GENERAL INSURANCE ASSOCIATION OF JAPAN |
Product / Service | 10-SECOND EARTHQUAKE DIAGNOSTICS |
Category | A05. Data / Insight |
Entrant | HAKUHODO I-STUDIO Tokyo, JAPAN |
Idea Creation | HAKUHODO I-STUDIO Tokyo, JAPAN |
Idea Creation 2 | HAKUHODO INC. Tokyo, JAPAN |
Media Placement | HAKUHODO INC. Tokyo, JAPAN |
PR | HAKUHODO INC. Tokyo, JAPAN |
Production | HAKUHODO I-STUDIO Tokyo, JAPAN |
Production 2 | NATIONAL RESEARCH INSTITUTE FOR EARTH SCIENCE AND DISASTER RESILIENCE Tsukuba Shi, JAPAN |
Post Production | HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shigenobu Ookubo | HAKUHODO Inc. | EP |
Tomoya Ikeda | HAKUHODO I-STUDIO Inc. | Interactive Director |
Makoto Chiba | HAKUHODO I-STUDIO Inc. | Web AD |
Makoto Suwa | HAKUHODO I-STUDIO Inc. | Web Designer |
Shingo Suzuki | National Research Institute for Earth Science and Disaster Resilience | API development |
Yoichi Saito | HAKUHODO I-STUDIO Inc. | TD |
Yui Kotsuzi | Individual | Illustrator |
Keigo Ishida | Material Inc. | PR Planner |
Yukie Takahashi | HAKUHODO I-STUDIO Inc. | infrastructure TD |
Hiroyuki Shizuno | HAKUHODO I-STUDIO Inc. | Security Consulting |
Moriyoshi Kikuzumi | HAKUHODO I-STUDIO Inc. | Verification Director |
Mariko Kojima | HAKUHODO Inc. | AE |
Shio Suzuki | HAKUHODO Inc. | AE |
Yuriko Matsukawa | HAKUHODO I-STUDIO Inc. | Web Producer |
Mayuko Oosawa | HAKUHODO I-STUDIO Inc. | Web Director |
Kaho Horikawa | AQUA, Inc. | Illustration production director |
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.
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.
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.
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.
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%)