This was a participation format strategy, based on the concept of “Creating new media value,” in which the message of “Shall We Picture the Future?” was issued from the “newspaper” media and readers encouraged to contribute their own images of the future to the website. The goal was to engage in interactive communication with readers, then run the results in the newspaper to mobilise the credibility for which that printed media is renowned to realize genuine interactivity with the Web as the bridge. Also targeted was further information dissemination through redoubled original promotion in newspapers.