Human Holdings, which through a diverse array of business enterprises has provided a variety of solutions to assist all "workers" in every industry, from education to human resource management to caregiving, has taken the bold step of cancelling all previously scheduled corporate branding promotions. In keeping with their corporate identity, which is to "create a society where everyone can work simply by being themselves," they have instead focused on a communication campaign aimed at encouraging the entire world, which, for the most part, has been forced into lockdown as a result of a global pandemic.

While the entire society became depressed as a result of the disturbing news, the situation also created a moral atmosphere in which people tended to ruthlessly criticise those who did not adhere to the requests to stay at home. However, the world carries on turning thanks to not only medical service workers, but to all essential workers who continue to work despite the difficult circumstances. We wanted to create an opportunity for many people to be reminded of the value of workers by shining a light on those who work every day regardless of the circumstances.

We created a letter-like message with hand-drawn illustrations to encourage people who work outdoors, such as medical service workers, politicians, transportation staff, and station staff, as well as those who have been forced to respond to a series of cancellations with possible preventive measures while facing enormous economic damage, such as workers in tourism and events-related industries, as well as all those trying to adopt to new ways of working. The advertisements were displayed on the boards of subway terminal stations that were significantly less crowded than usual.

At first, the advertisements were only posted on outdoor billboards, but they quickly spread on social media thanks to the essential workers who commuted using the subway, and thus reached a wider audience. To accommodate those who were unable to view the ads while they were being posted, we converted the design into a short film and distributed it via websites and YouTube.