In our world today, there are 900 million people who cannot read or write. To provide a community learning centre, or a "Terakoya", for as many children as possible, we launched a campaign to support the "World Terakoya Movement". It started with a picture book written by a Creative Director at the agency. When you turn the pictures of the animals upside-down, you find a different animal. Through these pictures, the message was conveyed to children that it is important to see things from different angles, to understand more about others and their points of view.

The logo was created so that even people who cannot read would be able to understand the idea. As well as workshops and exhibitions held across three countries, TV commercials, posters, transit ads, pavement ads, large outdoor screens, and other objects were used to convey the message. Internal media within the agency, such as intranet log-in screens and videos in elevators that the 6,000 employees use every day, were fully utilized, and stickers for ID cards were given out. Due to the limited budget, the circle of support was extended by collaborating with other organisations such as the City of Tokyo, and the Japan Football Association.