The key PR elements of the campaign:1. To let the consumers know the fact that the power supply of Estima Hybrid can be used for cooking or to charge mobile phone during the loss of the electric power caused by the earthquake disaster.2. To make more effective facts, in addition to the facts above, we started the new projects with actions and events around whole country, to support and save East Japan with the effective use of the power supply of Estima Hybrid.

Action1: Get emergency information to the whole country.'Emergency Information Ranger'Rode around damaged areas with broadcast equipment and PC loaded onto an Estima Hybrid;- The situation of damaged areas was boroadcast to the whole country in real time where they couldn't provide their information due to loss of power supply.Action2: Gave hope to the students.'School Festival Live' High schools in the damaged area without enough power supply. Estima Hybrid provided the power supply for these high schools' school festival and held live performances.Action3: Gave memories to the children.'Movie under the starry sky'Onagawa-Cho, where 90% of houses were lost by Tsunami. Estima Hybrid provided the power supply and played a movie with the theme of hometown to the children.Action4: Charged the power of revival to Japan.'Concert and Farmer's Market'After the earthquake, the sales of vegetables from damaged areas have decreased. On the other hand, the shortage of the power supply in Tokyo continued. Estima Hybrid provided power for refrigerators, lighting and musical equipment and held rock concert and farmer's market.

- These actions were covered by 20 TV programs, 30 newspapers, 8 magazines and 145 web news; - The effect was more than US$6m conversion of advertising costs;- This highly improved the image of Estima Hybrid; - Above all, regained people's smiles after the earthquake.