The Mainichi Newspapers: Plastic Fish

Name	Position	Company
Kazuto Fukushima	Creative Director	HAKUHODO
Itaru Yoshizawa	Copywriter	HAKUHODO
Seiichi Okura	Copywriter	HAKUHODO
Kotaro Hirano	Art Director	HAKUHODO
Kohei Tomida	Designer	HAKUHODO
Chiharu Shimizu	Designer	HAKUHODO
Ryoko Itakura	Account Executive	HAKUHODO
Yukikazu Ito+Studio21	Photographer
Yukio Nihira	Art	GTS-Marking
Chikara Kidera	Art	Marbling Finearts

The Mainichi Newspaper is committed to environmental issues. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate.

The Mainichi Newspaper is committed to environmental issues Fish made of plastic grocery bags (stickers) were produced to make aquarium visitors aware of the fact that dolphins and whales mistake plastic grocery bags for fish. Several hundreds of these "fish" were placed inside the aquarium as an installation ad.. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate.

Visitors could wander through the site and take on the perspective of a dolphin or whale, simulating accidents caused by plastic grocery bags. The communication, which also involved the distribution of newspapers featuring stories about plastic grocery bag pollution and canvas tote bags, primarily targeted family groups.

In one month, over 50,000 people experienced the campaign. And scenes from the campaign event received major coverage in newspapers and on cable television, successfully generating overwhelming PR effect for the cause.