In Japan, school club activities are an essential culture for high school life. More than 80% of high school students join some kind of club, and devote much of their precious time to one club.

However, most school clubs have many difficulties; such as lack of budget and shortage of coaches. Thus the students’ families and teachers personally must bear the cost in money and time. This is becoming a serious problem in Japan.

Although graduates’ contributions are needed to change this situation, according to a survey, only 15% of graduates keep in touch with their alma maters in spite of wanting to support them.

This divide is a major social issue.

WEIDER in JELLY, the energy-boosting jelly long loved by many athletes and sports-lovers, challenges to bridge the gap between graduates and alma mater school clubs, and reunite club mates of all generations.

-Implementation

*Facebook and other social media Ads

Original images combined with names of each alma mater and club took place on Facebook and other social media. Various types of school club photos with WEIDER in JELLY were prepared.

*DIGITAL GIFT PLATFORM

A website where all graduates can vote for school clubs that they once belonged to.

*PR

Not only the news media, but also numbers of school club blogs and other sports media covered this campaign, even calling out to join.

-Timeline

1st launch: Sep. 2016 for one month

2nd launch: Jun. 2017 for one month

-Placement

Mainly on social media and the “digital gift platform”.

-Scale

Covering every high school/club all over Japan, we developed a “digital gift platform” where all graduates can vote for their alma mater.