CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility

Efforts to Assist Earthquake Reconstruction

Tsunami Evacuation Program Kakeagare! Japan

Responding to heightened social awareness on disaster prevention after the Great East Japan Earthquake, since 2012 Dentsu has been developing the tsunami evacuation program Kakeagare! Japan, jointly with the Tohoku University International Research Institute of Disaster Science, Kahoku Shimpo Publishing, and Dentsu East Japan.

Tsunami Evacuation Program Kakeagare! Japan

The project practices and tests evacuation models suited to the characteristics of each community in cooperation with respective local governments and communities. It was selected as a leading model project for a 'New Tohoku' by the Reconstruction Agency.

In its third year, fiscal 2014, tsunami evacuation drills and workshops were held as part of tsunami disaster prevention actions stemming from disaster-stricken Tohoku, not only in the three Tohoku prefectures of Iwate, Miyagi, and Fukushima, but also in Hokkaido and Phuket, Thailand. Over 300 people participated in seven communities.


We also assisted with the hosting and operation of the public forum at the 3rd UN World Conference on Disaster Risk Reduction held in Sendai from March 14 to 18, 2015. A total of more than 150,000 people participated from across the globe and it was one of the largest UN conferences held in Japan.


Support for the 'Tohoku Rokkon (Six-Soul) Festival'

As part of its efforts to support areas affected by the Great East Japan Earthquake, the Dentsu Group has provided administrative support for the Tohoku Rokkon Festival since 2011. The fourth 'Tohoku Rokkon Festival 2014 Yamagata' held on May 24 and 25 in Yamagata City, Yamagata Prefecture featured a six-festival parade, traditional local performing arts, local foods, and other attractions from the Tohoku region. The festival highlighted the region's zeal towards recovery to 260,000 visitors.

Support for the 'Tohoku Rokkon (Six-Soul) Festival'

The economic ripple effect of the festival this time was announced to be 2.45 billion yen* and in addition to contributing to revitalizing the economy of the Tohoku region by attracting many tourists from both in and outside the prefecture, the event contributed greatly to improving the sales promotions and corporate brands of participating companies. Dentsu will continue to assist the revitalization of the Tohoku region through the Tohoku Rokkon Festival.

*According to the FIDEA Research Institute Corporation (Yamagata City)


Various Support Projects for the Reconstruction of Fukushima Prefecture

Dentsu Group companies led by Dentsu and Dentsu East Japan are advancing projects to support various prefectural government divisions in Fukushima Prefecture to dispel damaging rumors about Fukushima associated with the nuclear plant accident. In fiscal 2014, transport ads were developed themed on 11 agricultural, forestry, and fishery products representatives of Fukushima Prefecture, the “Fukushima Eleven."

We held regular seminars with local media outlets and experts as well as on-site tours for buyers and business meetings with local producers in order to lead to increased consumption. We also support efforts for the reconstruction of Fukushima Prefecture by engaging in the production of television commercials themed on monitoring inspections and the inspection of all bags of rice produced, as well as publicity activities for local agricultural, forestry, and fishery products.

Various Support Projects for the Reconstruction of Fukushima Prefecture

Michinoku Shiokaze Trail

The Ministry of the Environment compiled the Vision for Green Reconstruction Centered around the Establishment of a Sanriku Fukko (Reconstruction) National Park in May 2012. The vision proposes to pass on to future generations the natural environment and community life nurtured by the connections between forests, satoyama (managed woodlands), rivers, and sea. It also proposes learning opportunities about the benefits and dangers of nature, and using that knowledge for reconstruction. It sets seven initiatives to this end, one of which is the Trail to Deepen Exchange Between North and South (Michinoku Shiokaze Trail). It is a long distance nature path that will bring together the natural environment and life in the area, traces of the earthquake, trail users, and local people, stretching from Hachinohe in Aomori to Soma in Fukushima.

Michinoku Shiokaze Trail

Campaign poster produced by Dentsu

Dentsu has been involved with developing the message of this initiative and created visuals that would make local residents realize the power their hometowns hold and make them want to communicate their value to visitors. Dentsu aims to make this initiative useful to the recovery of confidence in these communities.


Information Reporting for the Reconstruction of Disaster-Affected Areas

Dentsu supports regular and ongoing reporting of information on disaster support measures in accordance with needs in disaster-affected areas and various reconstruction study cases through local media outlets and the Internet. These efforts are carried out in collaboration with the Cabinet Office, Reconstruction Agency, local government bodies, the media, and NPOs. We gather messages of support from well-known public figures from all areas of society and deliver them through the media to encourage people in the disaster-affected areas.

Dentsu also supports efforts to communicate across Japan the situation in the disaster-affected areas, by producing programs in cooperation with a BS television station that are aimed at preventing memories of the earthquake from being forgotten, countering damaging rumors, and attracting tourists to the affected regions.

Information Reporting for the Reconstruction of Disaster-Affected Areas


Administering the 'Housing Eco-point Program Supporting Reconstruction'

Following on from the 'Housing Eco-point Program' that was launched in March 2010 to provide incentives to build more environment-friendly houses, Dentsu is leading the consortium of corporations that is engaged in the 'Housing Eco-point Program Supporting Reconstruction,' which was revived in January 2012.

This program issues points when new environment-friendly houses are built or environment-friendly renovations are made to existing houses, and these points can be exchanged for local products from disaster-affected areas or environment-friendly products. The program has the added objective of supporting reconstruction after the Great East Japan Earthquake, in addition to the original objectives of the 'Housing Eco-point Program.'

Dentsu manages and promotes all processes in this program from receiving and screening applications to distributing public funds to the various operators who participate in the point exchange scheme. In fiscal 2014, there were about 8,740 applications.

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