Sustainable Development Goals > Peace

HEALING HANDKERCHIEF

VML OGILVY JAPAN, Tokyo / PLAY SPACE / 2024

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Overview

Credits

Overview

Why is this work relevant for Sustainable Development Goals?

Hiroshima being the first city ever to suffer atomic bombing. PLAY SPACE, is a non-profit organization aimed to utilize survivors' stories for sustainable peace education. However, survivors often experience trauma when recounting their stories causing further emotional distress. To solve this issue, PLAY SPACE developed a method to care for the survivors' traumas during interviews. This enabled the collection of new episodes previously untold in Hiroshima while caring for the survivors' well-being.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

In Hiroshima, there is a common misconception that “survivors must tell their stories”, for the sake of peace. Also, bomb survivor organizations have significant influence, and those outside the circle have few opportunities to share their stories, even if they desire to. This activation shed light on untold stories.

How does this campaign fit into the overall brand objectives? How is this part of the brand's wider commitment towards the UN’s Sustainable Development Goals?

PLAY SPACE, a non-profit organization primarily focusing on peace education. To sustain its efforts, it is essential to collect the stories from the survivors. To continue this activity continuously, the development of a method that is more empathetic to survivors was necessary. This idea was put into action with the cooperation of UN organization officials in Hiroshima. By advancing Sustainable Development Goal 16, "Peace and Justice and Strong Institution," through methods uniquely applicable to Hiroshima as a bombed city, they are making progress.

Background

Seventy-nine years have passed since the Hiroshima bomb, and the survivors’ number is decreasing due to aging. PLAY SPACE, a peace education organization in Hiroshima is committed to collecting as many stories as possible to promote peace education. However, despite the survivor’s willingness to share their stories, they often experience trauma when recounting their stories. As a small non-profit organization in Hiroshima with limited resources, PLAY SPACE could not afford an extensive amount of budget. We sought a more direct and cost-effective solution to address the problem.

Describe the cultural / social / political climate and the significance of the work within this context

In Hiroshima, bomb survivor organizations have significant influence, often leading to the dismissal of opinions from those outside their circles. Nevertheless, relying solely on these established narratives doesn't capture the truly important episodes. Our belief was rooted in the idea that new learning opportunities lay in the untold stories, rather than those shared by individuals accustomed to recounting them. It became imperative to develop a system for collecting these episodes while also addressing the trauma experienced by the survivors.

Describe the creative idea

PLAY SPACE has developed a handkerchief device and app that applies the knowledge of certified psychologists and therapists. By converting a handkerchief, which the elderly are accustomed to using into a device, vital data such as heart rate, skin temperature, and perspiration are acquired without causing anxiety to the elderly. The vital data is sent to the interviewer’s smartphone while the AI analyzes and detects the survivor’s mental state. The AI app will select and provide optimal questions (such as questions to calm the survivors when they are upset) or pause the interview if the individual is in an overly tense state and encourage care to recover. This system was developed in collaboration with university psychologists and therapists, incorporating advanced therapeutic techniques accessible to students and others without knowledge. Beyond the testing phase, these systems are currently in active operation.

Describe the strategy

A method has been developed to collect episodes while providing mental care to traumatized survivors. Through this system, the aim is to gather as many previously untold episodes as possible and utilize them for peace education. Additionally, with media attention for this activation, it challenges the common misconception in Hiroshima that "survivors most talk about their experiences.

Describe the execution

January 2023: Commencement of joint research with universities.

May 2023: Initiation of discussions with the survivors.

July 2023: Pre-launch of the system.

September 2023: System launch and conducted interviews to 50 survivors.

February 2024: Compilation of collected stories into a book, and distribution to UN.

Describe the results/impact

・Interviewed more than 50 survivors and successfully collected untold stories.

・98% of the interviewees responded positively.

・Awareness of the trauma issues faced by survivors increased by 85%.

・More than 30 local companies supported the project.

・Media in Hiroshima has expressed interest in this initiative, considering an event for an exhibition of new stories in August 2024, marking the 80th year since the atomic bombing.

・Fukushima prefecture an area hit by the Great East Japan Earthquake, also considers the utilization of this system. (Challenging similar issues to those in Hiroshima, the aging population of earthquake victims, and the need to address trauma)

Describe the long-term expectations/outcome for this work

This idea challenges the common misconception in Hiroshima that "survivors must talk about their experiences for the sake of peace," aiming to establish awareness of interviewing with proper care. It also considers expanding the idea to other areas facing similar challenges, such as disaster-stricken areas, victims of bullying or crime, and educational settings, to repurpose the system.

Were the carbon emissions of this piece of work measured? For additional context, what consideration was given to the sustainable development, production and running of the work?

We have not conducted measurements of carbon dioxide emissions. In pursuit of sustainable operations, we are building a flow for intermittent fundraising while involving local businesses.

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