The Mainichi Newspapers Promo, Case study HOPE PAPER SPECIAL EDITION by The Mainichi Newspapers, Tugboat

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HOPE PAPER SPECIAL EDITION

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Japan
Agency The Mainichi Newspapers
Agency Tugboat
Associate Creative Director Rintaro Sakai
Executive Creative Director Shinichi Yamao
Creative Director Hideyuki Izumi
Art Director Makoto Takeda
Copywriter Niioka Shigetomo
Designer Takayuki Sando, Keiko Shindo
Released May 2011

Credits & Description

Category: Best Use of Print
Advertiser: THE MAINICHI NEWSPAPERS
Product/Service: HOPE PAPER
Agency: TUGBOAT
Agency: THE MAINICHI NEWSPAPERS
Chief Creative Officer: Katsuyuki Takahara (The Mainichi Newspapers)
Group Creative Director: Atsushi Okuno (The Mainichi Newspapers)
Executive Creative Director: Shinichi Yamao (The Mainichi Newspapers)
Creative Director: Hideyuki Izumi (Tugboat)
Associate Creative Director: Rintaro Sakai (Tugboat)
Copywriter: Niioka Shigetomo (Rocket Japan)
Art Director: Makoto Takeda (Tugboat)
Designer: Takayuki Sando (Sando)
Designer: Keiko Shindo
Media placement: Newspaper - Northeast Japan - 6th May 2011

Insights, Strategy & the Idea
In March the most deadly earthquake and tsunami devastated North Japan. The confirmed death toll was 16,000 and over 300,000 people were displaced across the region.
The whole nation united to rebuild Japan. As a major national newspaper, Mainichi needed to extend helping hands to these survivors.
The challenge was; how a company could help in a place where no electricity, websites nor mobile phones were available?

Creative Execution
Our proposal was to deliver newspapers in an old-fashion way.
It sounds simple but in a catastrophe, this was the only way to truly reach survivors at the site, when technology was not useful.
Hope Paper was interactive, delivered to shelters by Mainichi employees, where they talked to victims and received feedback about their true needs for later issues.
It was edited to be useful and designed to entertain the victims who needed cheering up.
It was highly praised as a true voice of the victims.

Results and Effectiveness
The client felt honoured to be highly appreciated by the victims, when visiting the evacuation sites to deliver the paper.
It was also requested that the paper was used in schools as teaching materials. (Schools around sites and nationwide, Boards of Education)
The Hope Paper was awarded by a medical publisher for its good editorial design to deliver message.
Journalist talked about the paper in interviews.