SUB CATEGORY :

USE OF PRINT OR CONVENTIONAL OUTDOOR

COMPANY ENTERING :

ROBOT COMMUNICATIONS INC., TOKYO

TITLE :

POSTABLE FUKUSHIMA LOCAL PAPER

BRAND :

FUKUSHIMA-MINPO

ADVERTISER :

FUKUSHIMA-MINPO CO.

AGENCY :

DENTSU INC., TOKYO/DENTSU EAST JAPAN INC., TOKYO

CREATIVE DIRECTOR :

YUKI KUMAGAE

COPYWRITER :

IORI ANEGAWA/MAI MIURA

ART DIRECTOR :

YUKI KUMAGAE

STRATEGIC PLANNER :

TATSUHIRO NAGASHIMA

AGENCY PRODUCER :

KOICHIRO AKATSUKA/KAZUHISA TAMURA

MEDIA PRODUCER :

KOICHIRO AKATSUKA/KAZUHISA TAMURA

MEDIA AGENCY :

DENTSU EAST JAPAN INC., TOKYO

MEDIA PLANNING DIRECTOR :

KOICHIRO AKATSUKA/KAZUHISA TAMURA

FILM PRODUCTION COMPANY :

ROBOT COMMUNICATION INC., TOKYO

DIRECTOR :

TAKAHIKO WATANABE

CINEMATOGRAPHER :

CHIYOE SUGITA

EXECUTIVE PRODUCER :

SHIGEYUKI YAMAUCHI

CAMPAIGN SUMMARY :

SEVEN YEARS HAVE PASSED SINCE THE GREAT EAST JAPAN EARTHQUAKE IN 2011. IN FUKUSHIMA, 33,404 PEOPLE WHO WERE EVACUATED ARE STILL UNABLE TO RETURN TO THEIR HOMETOWNS. WITH THIS IN MIND, LOCAL NEWSPAPER COMPANY “FUKUSHIMA MINPO NEWS”, WHO HAS INTIMATE KNOWLEDGE OF FUKUSHIMA, ISSUED A “POSTABLE FUKUSHIMA MINPO NEWS” PAPER ON FUKUSHIMA CITIZENS’ DAY. IT WAS A SENDABLE NEWSPAPER, A PAPER FILLED WITH THE LATEST LOCAL INFORMATION ON FUKUSHIMA, WHICH COULD BE POSTED AS A LETTER. MORE THAN 250,000 NEWSPAPERS WERE DELIVERED TO PEOPLE IN FUKUSHIMA, WITH MANY SENT TO THOSE LIVING OUTSIDE THE PREFECTURE. IT DELIVERED AN EXPERIENCE WHERE PEOPLE LIVING OUTSIDE FUKUSHIMA COULD BE TAKEN BACK THROUGH THE LOCAL PAPER - AN ITEM THEY WOULD NOT NORMALLY HAVE ACCESS TO.

THE BRIEF :

SEVEN YEARS HAVE PASSED SINCE THE GREAT EAST JAPAN EARTHQUAKE IN 2011. IN FUKUSHIMA, 33,404 PEOPLE WHO WERE EVACUATED ARE STILL UNABLE TO RETURN TO THEIR HOMETOWNS. (ACCORDING TO THE RECONSTRUCTION AGENCY'S SURVEY IN AUGUST, 2018: "EVACUATION POPULATION OF JAPAN") MANY HAVE ALSO MOVED AWAY FROM FUKUSHIMA FOR OTHER REASONS. WITH THIS IN MIND, LOCAL NEWSPAPER COMPANY “FUKUSHIMA MINPO NEWS”, TOOK UP THE CHALLENGE TO CREATE A BOND BETWEEN THE LOCAL PAPER AND THE COMMUNITY,
AND CAUSE A STIR IN THE DECLINING LOCAL NEWSPAPER INDUSTRY.

THE STRATEGY :

BY UTILIZING THEIR VALUE AS A LOCAL NEWSPAPER COMPANY WHO HAS INTIMATE KNOWLEDGE OF FUKUSHIMA, FUKUSHIMA MINPO NEWS ISSUED
A “POSTABLE FUKUSHIMA MINPO NEWS” SO THAT PEOPLE COULD SEND AND SHARE HOMETOWN INFORMATION WITH THOSE WHO LIVE OUTSIDE FUKUSHIMA. SUBSCRIBERS COULD SEND THE NEWSPAPER, FILLED WITH THE LATEST LOCAL INFORMATION ON FUKUSHIMA, AS A LETTER.
IT DELIVERED AN EXPERIENCE WHERE PEOPLE LIVING OUTSIDE FUKUSHIMA COULD BE TAKEN BACK THROUGH THE LOCAL PAPER -
AN ITEM THEY WOULD NOT NORMALLY HAVE ACCESS TO.

THE EXECUTION :

AN ORIGINAL NEWSPAPER THAT COULD BE POSTED AS A LETTER WAS ISSUED AND DISTRIBUTED ON THE FUKUSHIMA CITIZEN'S DAY. SUBSCRIBERS COULD WRITE A MESSAGE, FOLD, AND POST IT TO HAVE THE LOCAL NEWSPAPER DELIVERED TO THOSE LIVING OUTSIDE FUKUSHIMA.

THE RESULT :

・ MORE THAN 250,000 NEWSPAPERS WERE DELIVERED TO PEOPLE IN FUKUSHIMA, WITH MANY SENT ON TO THOSE LIVING OUTSIDE THE PREFECTURE. ・ THE NEWSPAPER CAMPAIGN SPREAD TO DIGITAL CHANNELS THROUGH SOCIAL MEDIA. ・ NEWSPAPER DISTRBUTION EVENTS WERE ALSO HELD, RESULTING IN THE PAPER SPREADING THROUGHOUT JAPAN. ・ FUKUSHIMA MINPO NEWS RECEIVED MANY COMMENTS OF GRATITUDE FROM SUBSCRIBERS, WHO SAID THE PAPER WAS A GREAT WAY TO CONNET PEOPLE FROM FUKUSHIMA THROUGHOUT JAPAN. ・THE PAPER ENABLED FUKUSHIMA CITIZENS LIVING OUTSIDE THE PREFECTURE FOR SCHOOL, WORK, OR OTHER POST-QUAKE REASONS,
TO FEEL AS IF THEY HAD VISITED THE PREFECTURE.