AQUA, Toyota's new compact hybrid car.

It’s the world’s most fuel efficient car, and targets young people in their 20's and 30's. Young people were beginning to lose interest in cars (survey on young people interested in cars: 2001 71.2%, 2011 41.8%).

We focused on the rising interest in environmental activities. According to a survey, ever since the great Tohoku earthquake of March 2011, more young people felt that they wished to “contribute to society.” However, the percentage of young people who actually participated in environmental activities was very low.

So we made a platform that made it easier for young people to participate. It’s the world's most environmentally friendly campaign, for the world's most environmentally friendly car: the "AQUA SOCIAL FES!!" It’s a platform that provides information and lets people apply to environmental activities in 50 areas throughout Japan.

In our first year (2012), we conducted 131 activities. We got 11,533 participants. Their average age was 28.5 years old. 87.9% were satisfied with the activities. Environmental groups were very pleased with the large number of (especially young) participants.

This completely new type of campaign was covered by the media. Among them, the PR in newspapers was very successful.

By solving local problems in the rural areas of Japan, the local newspapers from those areas were eager to cover the story. As a result, 47 newspapers covered our story 666 times.

As a result, the AQUA beat the PRIUS, and became the number one selling car in Japan.

Participants wore uniforms with the AQUA SOCIAL FES!! logo printed on them, and

through this the participants themselves became "the media."

In addition, the rivers and beaches that were cleaned up through the activites we covered

on television and other mass media, which also lead to the AQUA getting more coverage.

AQUA's vision was supported by many, and it beat the PRIUS which was the number one

selling car in Japan . The number of participants for

the AQUA SOCIAL FES!! (131 events) was 11,533. Their average age: 29.5.

Television : 41 programs. Newspaper : 47 papers, 666 articles. 15 Magazines. Internet: 63 times, in 332 media. In addition, the young people, who according to our survey, wished to participate in environmental activies, were able to achieve great satisfaction through the project. Environmental organizations gain more members. Rivers and beaches were cleaned, and society as a whole became more environmentally conscious.