The tallest tsunami resulting from the earthquake was 16.7m high. Everyone heard this number on the news and read it in the newspaper or online, but it’s tough to imagine in real terms. So, we used a huge billboard on the landmark in Tokyo and drew a line “IT WAS THIS HIGH” to etch this massive height into people’s memories and bring up the topic of disaster preparation.

How we were able to make them imagine the height and fear of the disaster.

1. We used a huge and iconic billboard on the landmark in Tokyo.

By placing this message in the middle of “people’s daily lives (where those who had not experienced the disaster could never imagine that tsunami would come)”, created attention and made them stop and see it.

2. Used just a simple red line “IT WAS THIS HIGH” plus a message to tell the importance of disaster preparation.

By limiting the information given, we made people think and imagine how the fear of the tsunami was within their heads. Thus, our message stayed strongly in people’s memories.

The biggest achievement was that this single red line sparked the conversations about disaster preparation and reminded people of the importance of it.

With $2.3 million organic media coverage, this single red line was spread and reached over 22 million people.

89% of them answered, “ It made me consider about disaster preparation”.