The citizens of Japan have little or no experience in taking a direct hand to ensure their democratic rights. Our challenge is not only to make citizens aware of the complex issue of vote value disparity but also move them to action. By following an action framework of publicizing information, personalizing the issue for each individual, engaging them on an emotional level, mobilizing 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 this issue to the attention of the citizens of Japan and urge them to take a specific course of action. Moreover, unprecedented voter participation in the national review results put pressure on the courts whose rulings were then leveraged through media-targeted PR and valuable news exposure in the media valued in hundreds of millions of yen to pressure policymakers.

This ongoing nationwide campaign kicked off with a major press conference to announce the aims of the Citizens for "One Person, One Vote" Organization. With the aim of building broad awareness and understanding of this complex issue, opinion advertisements were placed in the national newspapers. These ads in combination with the mass distribution of website "invitation cards" drove traffic to a special website where visitors learned the value of their vote in a vote value simulator, participated in a virtual poll, and learned how to express their dissatisfaction in the National Review of the Supreme Justices. These activities were timed to build momentum for the National Review on August 30, 2009, and put pressure on district high courts currently deliberating on the constitutionality of the Election Law and legislators. In order to take maximum advantage of high court rulings, a highly responsive PR programme amplified the news.

Results were both tangible and quantifiable due to the nature of the campaign and its goals. Over 25,000 people not only visited the website, but also took time to participate in the virtual poll on the website. The opinion ads, PR and website strategy contributed to unprecedented voter response in the National Review of Supreme Court justices with over 770,000 voting "no confidence" against justices who support the constitutionality of the current Public Office Election Law. As public opinion grew, both the judicial and legislative branches have paid more attention. The Osaka High Court is the first of several district courts to declare the current Public Office Election Law unconstitutional. This ruling was extensively reported in the newspaper, TV and digital 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.