Glass: The Lion For Change > Glass
WOMEN WILL
HAKUHODO, Tokyo / GOOGLE / 2016
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
We came up with a platform to connect supporting ideas with everyone, under the concept of #HappyBackToWork. It gave the people the power to change the society together - the platform allowed people to share real voices and ideas, and encouraged companies to internally implement the ideas. We also collected companies’ success stories of how the ideas improved working styles to show the actual progress to the audience. Not only raising ideas, the platform of #HappyBackToWork engages the society with actions and positive stories to make it happened.
Execution
The platform allowed people to share real voices and ideas. Suporter organisations take this advantage to find the clues to change their internal working environment or the service which the consumers can use.?Events and ideathon were organised by supporter organisations.It encouraged companies to internally implement the ideas
We collected companies’ success stories of how the ideas improved working styles.
It gave people the power to change the society together.
Outcome
Over 5,000 ideas were collected from users, of which 1,600 were implemented by over 1,000 supporting companies.
Strategy
The target audience are working mothers, her partners, a boss, colleagues , human resource department or comunities surrounding women. We promoted diverse ideas and connected indivisuals and organisations to change the society oragnically. The approach is positive and forward-looking generatig happy mood - it works to encourage the diverse people to be involved in the platform of #HappyBackToWork. This approach always triggers actions with the people’s will to take a step ahead to change the society where women can shine further. The PR momentum was careffully designed looking at the timing when mothers return to their work so that the platform has been activated prediodically by the target audience.
Synopsis
In Japan, women giving birth struggle to return to work. This is because in spite of the many women who wish to work, society is not supporting the process. The data shows the facts: 62% of women quit their jobs after childbirth; 38% of women think Japan’s society supports working mothers; 71% of women wish to pursue a role outside the home. The key incident of this issue is the Japanese working environment. Google challneges to change the society and the culture of the working environment into the one where working mothers can shine utilising techlogy. The concept of #HappyBackToWork raises the awareness of the issue and the action which can be taken with diverse stakeholders together.
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