BACKGROUNDAs a recipient of support during the Great Hanshin-Awaji Earthquake 16 years ago, P&G has decided to support the disaster victims of the Great East Japan Earthquake.

IDEAReturn the courtesy and repay for the kindness P&G received.EXECUTION-Initiated a once-a-week [Shampoo Service Project] where we transported bath-depraved disaster victims from the [evacuation centers] to the [bathing facilities] and had them use Pantene`s products. We have continued the project until the evacuation centers were shut down.-Our key message was, [Thank you during the Hanshin-Awaji Earthquake.Now it`s our turn.] We were able to communicate that this project is more than volunteer-work, it is P&G`s way of replaying for the kindness they have received.RESULTSFacilities & InstitutionsWe have visited facilities such as evacuation centers, temporary housing units, care homes, single mother`s shelters as well as middle / high schools.Participants627 people.Bus Travel Distance1,469km (Coastline affected by the tsunami＝Approx. 480km)The key 'PR' elements of this campaign:Given the catastrophe that devastated Japan, P&G Pantene has been able to support disaster victims as well as deepen the bond with society Then explore each of the above points in more detail as follows:

-Conduct the [Shampoo Service Project] to have their hairs washed by Pantene for victims that can not bath approx. once a week. Take victims to safe/comfortable hotels with baths by bus from rescue centres. The project operated until the rescue centres were closed.

-The key message was “Thank you during the Great Hanshin Earthquake. Now it’s our turn.” showing that this was not simply a corporate volunteer scheme but that it was P&G’s way of returning the favour to all participants.

Facilities & InstitutionsWe have visited facilities such as evacuation centers, temporary housing units, care homes, single mother`s shelters as well as middle / high schools.Participants627 people.Bus Travel Distance1,469km (Coastline affected by the tsunami＝Approx. 480km)MediaAlong with N.W. FM stations, NHK TV (public broadcasting) also introduced the projectParticipant comments “It felt so good to wash hair with PANTENE.” “What a wonderful project. I truly appreciate it.” “If any future disaster in Hanshin area, I will promise to come back and help you.” (when told that this project is for the return from the Great Hanshin earthquake) “Great recreation as being stuck at evacuation center for such long time.”