East Japan Railway Company (JR East) is the largest railway company in Japan, and has an excellent reputation for efficiency. But as with anything that is pervasive, its high service quality and importance to society can be easily taken for granted.

In 2011, however, a devastating earthquake and tsunami struck the Tohoku region, severely damaging the railroad network in northeastern Japan and causing great destruction and loss of life. With the railway lines that were the lifeblood of the region paralyzed, it became evident overnight just how important the railroad was to people's lives, and to society as a whole.

The campaign has become one of the most widely recognized in Japan, and its slogan has become a part of popular culture—all on a much smaller budget than other prominent campaigns. The campaign slogan and images have appeared in countless social media posts, and been used by artists on tour and sports supporters cheering teams from Tohoku. Our advertising even appears in junior high school language textbooks as an example of how words can amplify and change the meaning of images.

Travel to Tohoku has also recovered steadily. Between 2012 and 2017, ridership on high-speed trains to the largest city in Tohoku increased by 12%, and between 2012 and 2018, travel intent to the region doubled from 6.9% to 14%. JR East's corporate reputation has also improved substantially; among university graduates, it is now ranked the 16th most desirable place to work, up from 34th place ten years ago.