In Japan, Coming-of-Age Day is when 20 year-olds officially become adult.

However, new adults are embarrassed to express their gratitude to their parents.

ORONAMIN C seized this opportunity to use newspapers in a unique way leveraging characteristics of newspaper.

The idea was to transform newspapers, a mass medium, into a personal medium.

The newspaper's front cover page became an expression of gratitude from new adults to their parents.

A "surprise" front cover page was created, combining the front page on the day the new adult was born with a baby picture of the new adult.

The back cover page combined a portrait shot of the new adult with a handwritten letter expressing their gratitude.

Early in the morning of "Coming of Age Day," these special editions were delivered to every household of new adults throughout Japan, just like a letter.

The thrilling moments when the papers were delivered were featured in TV news programs and news websites. Starting with newspapers, traditional media, the campaign spread to young digital natives. Total reach surpassed 140 million.

Newspapers, typically read once and thrown away, became a family treasure, generating new media value.