Nhk Japan Broadcasting Corporation: Nhk Japan Broadcasting Corporation

Credits & Description:

Brand NHK
Entrant TBWA\HAKUHODO TOKYO

TBWA\HAKUHODO Tokyo, Japan Entrant Company
TBWA\HAKUHODO Tokyo, Japan Idea Creation
AOI PRO. INC. Tokyo, Japan Production
TBWA\HAKUHODO Tokyo, Japan PR
Kazoo Sato TBWA\HAKUHODO Inc. Chief Creative Officer
Satoshi Chikayama TBWA\HAKUHODO Senior Creative Director
Yuji Tanaka TBWA\HAKUHODO Copywriter
Kazuaki Kuribayashi TBWA\HAKUHODO Interactive Planner
Takayuki Ogawa TBWA\HAKUHODO Art Director
Masahiro Nishide TBWA\HAKUHODO Copywriter
John Eunhee AOI Pro. Inc Planner
Hirotaka Fukatsu TBWA\HAKUHODO Agency Producer
Chikako Nagai TBWA\HAKUHODO Producer
Keisuke Mizusako AOI Pro. Inc Producer
Rikiya Saito AOI Pro. Inc Production Manager
Ayumi Sakagami AOI Pro. Inc Production Manager
Hiroki Ono Club_A Film Director

Synopsis
"A nation of earthquakes"
20% of major earthquakes that happen on the planet are in Japan.
If we include minor quakes, Japan experiences up to 6000 earthquakes a year.
This is why we have extensive know-how of disaster survival,
utilizing everyday products to protect ourselves.
So we set a mission to spread this knowledge across the world.
Outcome
"The knowledge continues to spread across the globe"
Being the most-shared and the fastest-shared videos in Japan’s public broadcasting history, the number of views have been growing with every disaster.
After the Jiuzhaigou Earthquake in Sichuan Province, China in August 2017, more than 22 million views were recorded for China alone.
Today, the number of views are still increasing throughout the world.
Execution
"Always there, when we need it most"
The videos are available on our website and smartphone for everyone to see even during a disaster. We regularly aired the videos on TV in Japan to expand survival awareness. We also translated them into 6 languages and shared them to the world through the official social media accounts of NHK WORLD. We also organized workshops around Asia so participants can experience the disaster survival ideas.
Campaign Description
"Knowledge worth sharing"
We created a series of Safety Hack videos that you can see on your smartphone.
The videos introduce practical survival ideas, endorsed by specialists.
We also crafted the videos in a way that makes people want to ‘see’ and ‘share’, just like life hack videos.
You can see these videos anytime, anywhere, on your phone.