Titanium > Titanium and Integrated
HOPE PAPER SPECIAL EDITION
TUGBOAT, Tokyo / MAINICHI NEWSPAPERS / 2012
Overview
Credits
OVERVIEW
CampaignDescription
The most deadly earthquake and tsunami to hit Japan devastated North Japan in March. The confirmed death toll was 16,000 and displaced over 300,000 people across the region. The whole nation united to rebuild Japan. As a major national newspaper, Mainichi needed to extend helping hands to these survivors.
The question was how could a company be help in a place where no electricity, websites or mobile phones were available? Our proposal was to deliver newspapers in the old-fashion way. It sounds simple but in a catastrophe, this was the only way to truly reach survivors on site. No technology was useful then.
Effectiveness
Our client felt honored when they were received warmly at sites by the victims, when visiting the evacuation sites to deliver the paper.They were asked if the papers could be used as teaching materials in schools - schools around the sites and nation-wide, and boards of education.The campaign was awarded by a medical publisher for its good editorial design and ability to deliver a message. Journalists talked about the paper in interviews.
Implementation
The Hope Paper was interactive, delivered to shelters by Mainichi's employees who talked to victims to get feedback about their true needs for use in later issues. They also received comments and messages via Twitter.They also delivered aid materials donated by companies. The paper was edited to be useful and was designed to entertain the victims who needed to be cheered up. It was highly praised as being the true voice of victims.Distribution: May-August biweekly (6 issues in total), at 100,000 copies each.
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