Cultural / Context information for the jury

Nikkei Inc., is the publisher of Japan’s most influential economic newspaper, The Nikkei, which is widely read by senior Japanese management personnel and is the world’s largest business daily in terms of circulation. In the belief that gender equality in the workplace is essential to the creation of a prosperous economy, the company has long sought to address gender inequality in the country. We aim to develop a public relations campaign that would highlight the company’s commitment to this issue by focusing public attention on examples of gender discrimination in daily life. In defining our objective, therefore, we sought to achieve this goal in an engaging and memorable way, so that the campaign would resonate with both older, management-level senior executives and the younger generation who will lead Japanese corporations in the future.