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2020 ADC Awards - Advertising

Made in Fukushima.

Agency SERVICEPLAN GERMANY / Munich

Client METER Group
BACK TO RESULTS

Annual ID

ADC_ADV20_069M

About the Work

On March 11, 2011, a tsunami hit the Fukushima Daiichi Power Plant, triggering the meltdown of the nuclear reactors. In the following days, wind and rain carried the radioactive material inland. More than 25,000 hectares of farmland, in what used to be one of Japan’s most important agricultural regions, were contaminated. Environmental technology specialists have developed a sustainable decontamination method that allows farmers to grow safe rice again. The data proves the rice is safe, but not one buys products from Fukushima because most people don’t understand the complex data. Without income from farming, the survival of Fukushima’s people is at stake. Made in Fukushima is a book made out of rice straw from the decontaminated fields in Fukushima. It helps people understand that the decontamination method works and that the rice from Fukushima is safe, by turning the rice into the medium and the data into understanding. To tell the story, the book uses a wide range of resources: photography, interviews, reports, background information, data and its visualization.