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  • SUB CATEGORY :
    BEST USE OF PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    DENTSU 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
  • MEDIA PRODUCER :
    KOICHIRO AKATSUKA/KAZUHISA TAMURA
  • MEDIA AGENCY :
    DENTSU EAST JAPAN INC., TOKYO
  • MEDIA PRODUCER :
    KOICHIRO AKATSUKA/KAZUHISA TAMURA
  • FILM PRODUCTION COMPANY :
    ROBOT COMMUNICATION INC., TOKYO
  • DIRECTOR :
    TAKAHIKO WATANABE
  • CINEMATOGRAPHER :
    CHIYOE SUGITA
  • EXECUTIVE PRODUCER :
    SHIGEYUKI YAMAUCHI
  • 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 & CRAFT :
    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 DISTRIBUTION 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 CONNECT 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.