JAPAN DISASTER 2011 by NTT Resonant for The Great East Japan Earthquake

JAPAN DISASTER 2011

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Japan
Agency NTT Resonant
Released March 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: ALL PEOPLE WHO WANT TO VOLUNTEER AND ALL PEOPLE WHO WAIT FOR VOLUNTEER
Product/Service: VOLUNTEER INFORMATION
Reader: Hiroyuki Fujishiro (NTT RESONANT)
Database Producer: Makoto Okamoto (Academic Resource Guide)
Database Producer: Masaki Sawamura (NTT Resonant)
Database Producer: Yuzo Akakura (JIJI Press)
Database Producer: Tamai Utako (NTT East)
Database Producer: Hirotaka Kawashima (Waseda Univ)
Database Producer: Akiko Wada
Public Relations & Communication Director: Kazunari Hosokawa (Dentsu Public Relations)
Public Relations & Communication Director: Ichiro Inoue (Asatsu-DK (ADK))
Public Relations & Communication Director: Jun Niki (ADK Intaractive)
Public Relations & Communication Director: Minoru Fujisaki
Public Relations & Communication Director: Rika Katsuguchi
Non Profit Organisation & Volunteer Coordinator: Yasufumi Tanaka
Non Profit Organisation & Volunteer Coordinator: Takayuki Kitamura
Student Volunteer Reader: Yuki Hayashida (Saitama Univ)
Student Volunteer Reader: Miki Kouka (Keio Univ)
Student Volunteer Reader: Megumi Kataoka (Komazawa Univ)
Media placement: Volunteer Information Station(VIS) Starts Activity - Tokyo - March 15 2011
Media placement: Database Of Volunteer Information - Owend Media - March 25 2011
Media placement: Press Release - NTV,asahi-Shinbun,yahoo!news,socialmedia - March 29 2011
Media placement: OpenAPI Of Volunteer Information - Yahoo!,MSN,goo,nifty,shinsai.info - March 30 2011
Media placement: Sendai Volunteer Information Station(VIS) Starts Activity - Sendai - April 23 2011

Summary of the Campaign
(Problem)
The Great East Japan Earthquake struck on March 11th 2011. However, compared with the Great Hanshin Earthquake (1995), volunteer aid workers have been fewer.

(Insight)
Many want to volunteer, but cannot find any media that supplies accurate information for volunteers. Consequently, there has been mismatching of volunteers and needs, and lost opportunities.

(Goal)
To construct a link between people who need the volunteers and those who want to participate as volunteers, by providing accurate information.

(Core Idea)
If we were to create a single new volunteer website, the reach would be limited.
Major media and bloggers must supply accurate volunteer information.

Therefore we constructed a database (Open API) of the latest volunteer information that anyone could use to publish on their own initiative or create mashup content.

As a result, we have facilitated the creation of diverse and multiple media that will supply potential volunteers with the very latest information.

The Situation
(Problem)
The Great East Japan Earthquake struck on March 11th 2011. However, compared with the Great Hanshin Earthquake (1995), volunteer aid workers have been fewer.

(Fact)
Many want to volunteer, but cannot find any media that supplies accurate information for volunteers. Consequently, there has been mismatching of volunteers and needs, and lost opportunities.

(Goal)
To construct a link between people who need the volunteers and those who want to participate as volunteers, by providing accurate information.

The Goal
To construct a link between the people who need the volunteers and those who want to participate as volunteers, by providing accurate information continuously.

Our goal is to create the environment for major media and bloggers to continue delivering volunteer information voluntarily.

Therefore we must publicise the activity of Japan Volunteer Information Station (VIS) to the media and bloggers at the same time.

The Strategy
If we were to create a single new volunteer website, the reach would be limited. Instead, we must create a media environment that supplies accurate volunteer information to major media and bloggers.

Therefore we constructed a database (Open API) of the latest volunteer information that anyone could use to publish on their own initiative or create mashup content.

As a result, we have facilitated the creation of diverse and multiple media that will supply potential volunteers with the very latest information.

Point 1: The data is always updated and opened.

The very latest data stimulates the creative mind of the programmer, media editor, creator, and mash upper.

Point 2: PR.

Press releases and briefing sessions to call for cooperation from the media, bloggers and mashup content creators to produce and publish content using the VIS database.
"Information Volunteers" who donate time and effort to supply accurate information also fulfill a vital volunteer role.

Execution
1. The launch of Japan Volunteer Information Station (VIS) as an "information volunteer" that gathers information from wire services, ad agencies, media, universities and NPOs and supplies accurate information for potential volunteers (March 15).

・ VIS is comprised of journalists, bloggers, programmers, media planners, PR planners, creative directors, consultants, researchers and students.

2. The construction of the VIS database of volunteer information (March 25).

・ The database is constantly updated by student volunteers and made available via an Open API.

3. Press releases and briefing sessions to call for cooperation from the media, bloggers and mashup content creators to produce and publish content using the VIS database (March 29).

・ "Information Volunteers" who donate time and effort to supply accurate information also fulfill a vital volunteer role.

4. Gallery of mashups of volunteer information and establishment of a "real world" VIS center in Sendai (April 23).
・ Sendai VIS Center provides detailed "on site" information.

Documented Results
1. VIS activities were introduced in major TV, newspapers, internet news and social media.

・Estimated value of media exposure in NTV, the Asahi Shimbun and Yahoo news: approximately 12 million dollars.

2. VIS data was adopted by the Tasukeai Japan Project (in cooperation with the Japanese Cabinet Secretariat's Disaster Volunteer Coordination Office).

3. Major portal sites that use the VIS database to deliver volunteer information include:

・Yahoo (http://shinsai.yahoo.co.jp/)
・goo (http://busshi.311.goo.ne.jp/)
・msn (http://eastjapaneq.jp.msn.com/volunteer/)
・nifty (http://www.nifty.com/navi/cs/volunteer/list/1.htm)
・sinsai.info (http://www.sinsai.info/)

4. In the first 8 days of operation, the Sendai VIS Center was utilised by 3,700 people.