Media > Culture & Context

POSTABLE FUKUSHIMA LOCAL PAPER

DENTSU INC., Tokyo / FUKUSHIMA-MINPO CO. / 2019

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

Why is this work relevant for Media?

Because we created a campaign which succeeded in renewing the value of a traditional media - the declining local newspaper. Through this campaign, we achieved "activation of the local community" which is, ultimately, the original strength of local newspapers.

Background

Seven years have passed since the Great East Japan Earthquake in 2011. In Fukushima, 33,404 people who were evacuated are still unable to return to their hometowns. (According to the Reconstruction Agency's survey in August, 2018:

"Evacuation population of Japan") Many have also moved away from Fukushima for other reasons. With this in mind, local newspaper company “Fukushima Minpo News”, took up the challenge to create a bond between the local paper and the community, and cause a stir in the declining local newspaper industry.

Describe the creative idea/insights

By utilizing their value as a local newspaper company who has intimate knowledge of Fukushima, Fukushima Minpo News issued a “Postable Fukushima Minpo News” so that people could send and share hometown information with those who live outside Fukushima. Subscribers could send the newspaper, filled with the latest local information on Fukushima, as a letter. It delivered an experience where people living outside Fukushima could be taken back through the local paper - an item they would not normally have access to.

Describe the strategy

The involvement of an official organization - the Fukushima Prefectural government - in addition to the local newspaper company meant the campaign gained a highler level of interest and participation from citizins, with a message from the governer of the Fukushima included in the paper. In addition to this, an original paper was handed out free of charge in cities in order to extend the experience beyond subscribers to the newspaper.

Describe the execution

An original newspaper that could be posted as a letter was issued and distributed on the Fukushima Citizen's Day. Subscribers could write a message, fold, and post it to have the local newspaper delivered to those living outside Fukushima.

List the results

· More than 250,000 newspapers were delivered to people in Fukushima, with many sent on to those living outside the prefecture.

· The newspaper campaign spread to digital channels through social media.

· Newspaper distrbution events were also held, resulting in the paper spreading throughout Japan.

· Fukushima Minpo News received many comments of gratitude from subscribers, who said the paper was a great way to connet people from Fukushima throughout Japan.

·The paper enabled Fukushima citizens living outside the prefecture for school, work, or other post-quake reasons, to feel as if they had visited the prefecture.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

"Fukushima Minpo News" has been loved by many of Fukushima's citizens as a community oriented newspaper since its first issue in 1892. In today's Internet society, where the value of newspapers as a form of media is falling, Fukushima Minpo News has been exploring ways to contribute to the lives of Fukushima citizens as a "regional activation company".

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