The Kyoto Protocol stipulates that each country in the world should reduce greenhouse gas emissions by a certain percentage. Japan’s target is 6%. The Japanese government assigned us to develop a program that would engage citizens nationwide to achieve this goal. We initiated a national movement that involved everyone—from corporations, individual households, and the government. We had to significantly expand environmental awareness and create enthusiastic participation. Our campaign started a movement called Team -6% in which citizens from across the country worked together to reduce greenhouse gas emissions.

We made our environmental action campaign fun and engaging, and used the news media to promote it. We call this approach “Newstainment.” First, we obtained the support of high-profile individuals, including the Japanese Prime Minister, business leaders and celebrities. We arranged for them to participate in unique campaign events, which became a magnet for the news media. As news stories spread of celebrities participating in the campaign to reduce greenhouse gas emissions, the campaign itself turned into a news story. It was a virtuous cycle that achieved value far beyond what would have been possible with conventional advertising.