ONE PERSON, ONE VOTE by Yomiko Advertising

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ONE PERSON, ONE VOTE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Japan
Agency Yomiko Advertising
Director Yumi Nakagawa
Creative Director Shinsuke Kasahara, Katsuaki Kiriu
Released July 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE CITIZENS FOR “ONE PERSON, ONE VOTE” CAMPAIGN OFFICE
Product/Service: CITIZEN ACTION CAMPAIGN
Agency: YOMIKO ADVERTISING
Date of First Appearance: Jul 27 2009 12:00AM
Entrant Company: YOMIKO ADVERTISING, Tokyo, JAPAN
Exective Creative Director: Toshihiro Teramura (Yomiko Advertising)
Creative Director: Shinsuke Kasahara (Yomiko Advertising)
Creative Director: Katsuaki Kiriu (Yomiko Advertising)
Director/Film Producer: Fumio Koda (Taiyo Kikaku)
Director: Yumi Nakagawa (Taiyo Kikaku)
Computer Artist: Sota Fujimoto (Taiyo Kikaku)
Computer Artist: Kenichi Fukushima (Taiyo Kikaku)
Media placement: Newspaper - Asahi Shimbun - 30 July 2009
Media placement: Newspaper - Nikkei Shimbun - 6 Aug 2009
Media placement: Newspaper - Yomiuri Shimbun - 13 Aug 2009
Media placement: Newspaper - Mainichi Shimbun - 29 Aug 2009
Media placement: Newspaper - Sankei Shimbun - 29 Aug 2009
Media placement: Newspaper - Tokyo Shimbun - 29 Aug 2009
Media placement: Newspaper - Chunichi Shimbun - 29 Aug 2009
Media placement: Newspaper - Hokkaido Shimbun - 29 Aug 2009
Media placement: Newspaper - Okinawa Times - 29 Aug 2009
Media placement: Newspaper - Ryukyu Shimpo - 29 Aug 2009

Describe the objective of the promotion.
Equality of the value of each vote is fundamental to democracy. The execution of integrated promotion aimed at making the citizens of Japan aware of the problem of vote value disparity under current election law and mobilising them to make their views felt in the National Review of Supreme Court Justices.

Describe how the promotion developed from concept to implementation
The citizens of Japan have little or no experience in taking a direct hand to ensure their democratic rights. By following an action framework (publicising information, personalizing the issue for each individual , engaging them on an emotional level, mobilising them to take action and vote "no confidence" next to certain justices in the national review of Supreme Court Justices), we successfully designed an online and offline communication process to bring the issue of vote value disparity to the attention of the citizens of Japan and urge them to take a specific course of action.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 25,000 people participated in the virtual poll on the website, contributing to unprecedented voter response in the National Review of Supreme Court justices (over 770,000 voted "no confidence" in justices who support the constitutionality of the current Public Office Election Law.) In response, the Osaka High Court declared the current Public Office Election Law unconstitutional, and this ruling was extensively reported in newspapers, TV and web media (total estimated exposure value: approximately ¥2 billion). Deliberations on the Public Office Election Law by the Upper and Lower houses of the Diet have been accelerated.

Explain why the method of promotion was most relevant to the product or service
Achievement of the goal meant overcoming several hurdles: promoting understanding and identification with the complex issue of vote value disparity, moving citizens to take specific action, and then leveraging vote results and court rulings to cause policymakers to take action. Only a promotion campaign that effectively integrated a unified character and message to foster awareness, tools such as "business card"-sized website invitations and newspaper opinion ads to drive traffic to the website and polls, engaging interactive website featuring a vote value simulator and a virtual poll to personalise the issue, and media-targeted PR could effectively overcome the many challenges.