Objective

NPO [Reflection Project] is an organization of volunteers who pick up garbage in the city on a monthly basis. [Ebisu] is known to be one of the most beautiful town within metropolitan Tokyo, yet it has litter problems. Our goal is to raise the consciousness of the people in town so that litter does not become further nuisance.

Strategy

We have made an appeal that there are in fact a lot of garbage on the streets by showing it from a dog`s perspective. With shocking visualization, we have demonstrated how in Japan, 200,000 dogs die of accidental ingestion a year, to convey how even tidbit litter can result in tragedy. By using outfits dogs wear as medium we were able to expose our message to a wide range of people.

Idea

We have created dog-outfits printed with an x-ray picture of dog`s stomach filled with litter. We have asked pet stores and animal clinics in the Ebisu area to hand them out to pet owners who are willing to join the project.

On the day of the event, we were able to gather 30 dogs and their owners for the clean-up walk.

Result

We were able to draw attention from people walking along the streets of Ebisu.

As a result, that month`s litter amount decreased 30%!