HAPPY BIRTHDAY 3.11 by Dentsu Inc. Tokyo for UNICEF (United Nations International Children’s Emergency Fund)

HAPPY BIRTHDAY 3.11

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Editor Ryota Yamamoto, Hiroshi Watanabe
Released September 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: JAPAN COMMITTEE FOR UNICEF
Product/Service: UNICEF/RECONSTRUCTION ASSISTANCE
Agency: DENTSU
Creative Director/Art Director: Takashi Fukui (Dentsu)
Creative Director/Copywriter: Susumu Namikawa (Dentsu)
Agency Producer: Mitsuyo Hanashima (Dentsu)
Production Producer: Masataka Saito (Tyo / Camp Kaz)
Production Producer: Junko Imamura (Tyo / Camp Kaz)
Film Director: Hitomi Yoshimura (Tyo / Camp Kaz)
Cinematographer: Kisei Kobayashi
Casting Director: Mitsuyo Isshiki
Editor: Ryota Yamamoto (Tyo Technical Ranch)
Editor: Hiroshi Watanabe (Tyo Technical Ranch)
Production Manager: Masahiro Nishihara (Tyo / Camp Kaz)
Production Manager: Kayoko Uchiyama (Tyo / Camp Kaz)
Media placement: Movie - Youtube - 1 September 2011
Media placement: Movie - BS Asahi - 30 September 2011
Media placement: Movie - Outdoor Vision - 1 September 2011
Media placement: Photo Exhibition - Fujifilm Gallary - 14 October 2011
Media placement: Web site - Internet - 1 September 2011

Summary of the Campaign
On March 11th, 2011, the great East Japan earthquake happened. Day after day, TV, newspapers and other medias reported more than 10,000 dead and lost. However, on the same day, at the same place, there was not only life that was gone but also life that was born.

This campaign began aiming to inspire Japan by telling this unknown story through various media. It was broadcast on a TV programme, which had an audience-share of more than 40%, and also on many newspapers. It became a campaign that represent Japan's hope.

The Situation
On March 11th, 2011, the great East Japan earthquake occurred. The great tsunami caused great damage and the number of dead and lost was more than 10 thousand. Because the numbers of dead were on media broadcasts every day, people were losing hope.

The Goal
To once again inspire the Japanese people, who were losing hope.

The Strategy
Find the 11 babies who were born in March 11th, 2011, at the damaged areas and take pictures of them; promote their pictures and their stories of the day when they were born through You Tube and a photo exhibition.

Spread it as a light of hope and at the same time spread throughout Japan the message, 'create our children's furture'.

Execution
The movie started to be played on You Tube from September 2011. From September 30th, the movie started to be played as TV commercial.

The photo exhibiton was held from October 14th to 27th in Tokyo. It provoked more responses than expected, so the exhibition traveled around Japan, including to the hospital in the damaged area.

Documented Results
It was reported on 2 TV news programs, 3 newspapers and 1 weekly magazine. On NHK (the Japan Broadcasting Corporation), which is a national broadcasting station, it was broadcasted as a documentary. Also on new year's eve (31st of December), it was broadcast on the NHK Kohaku Utagassen (the NHK year-end grand song festival) which had an audience-share of more than 40%.

These provided the feeling of hope to many people. Thereafter, in 2012, the story became a book. Moreover, the number of people that watched the movie on YouTube reached more than 100,000 and is still growing.