Cultural / Context information for the jury

The objective is to protect the endangered Amami Rabbit (Pentalagus furnessi) living in Amami Oshima, a resort island in Japan, from roadkill. Roadkill by tourists is the main reason for the death of the Amami Rabbits. Amami Island was registered as a World Natural Heritage site in 2021, which will further increase the number of tourists. The number of roadkill accidents last year was the worst ever recorded. In the past, the island had undertaken educational activities through posters or appeal, but these were ineffective. Amami Yui Rent-a-Car, which operates a car rental business on the island, conducted an impact awareness campaign by transforming a car rental store into a driving school to protect the island's tourism resources and at the same time fulfill its business responsibilities.

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Changing from, Rental Car shop to a Driving School, Island Driving to On-the-Road Driving, Tourist to Learner Driver. These ideas gave a strong impact on the tourists that driving on Amami Island is an on-the-road driving lesson. Learning how to drive without accidents with the Amami rabbits. *In Japan, an on-the-road driving lesson at a driving school is mandatory to receive a driver’s license. <Specific measures> -Transformed the interior and exterior of the car rental shop into a driving school. -Rental car redesigned to look like a training car. -Install a cute rabbit instructor to help navigate the tourists, with data based on past accident records. -Tourists without accidents received an original driver’s license with their photo printed on it.