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2018 ADC Awards - Advertising

Emergency Collectibles

Agency DENTSU INC. / TOKYO

Client Kobe Simbun
BACK TO RESULTS

Annual ID

ADC_ADV18035S

About the Work

This project was initiated by the Kobe Shimbun, a newspaper whose reporters were on the scene during and after the destructive 1995 Kobe Earthquake and have continued reporting on the tragic toll of earthquakes throughout Japan. After a disaster strikes, evacuation centers can be stressful, miserable experiences. There is often minimal food and water, and an absence of essentials needed for daily life. This can lead to a lack of sleep or rest, causing stress and even death among the most vulnerable evacuees. Our goal was to improve the evacuation center experience by enticing people into preparing evacuation kits. We printed a newspaper spread featuring life-size outlines of emergency essentials and explanations of each item’s purpose. Families were asked to complete the spread by placing the actual essential in each outline. We believed the treasure hunt aspect of the feature would help families better envision life in an evacuation center.