Our solution is that the customers themselves could create a fund-raising poster to revive support for Tohoku.We developed a blank poster, which was in fact unconventional paper on which letters could be written with coins. We placed these posters and donation boxes at places in the mall in which many people gather. The customers would write with their coins words declaring what they could do to support Tohoku.

Afterwards, they would place the coins in the donation boxes.

The more declarations written, the more visually striking the posters with their powerful messages became, and more funds were raised.

About 1,000 people wrote declarations on the poster during a week-long campaign, and 100 different types of posters were made using those messages. This campaign raised 100,000 YEN. And most importantly, the people’s will to support Tohoku was revived by a single poster and a coin, and the campaign gave birth to 1,000 allies who support the victims in their day-to-day lives.