Supporting Activities to Tackle International Educational Issues
Supporting UNESCO's World Terakoya Movement 'Kakisonji-Hagaki Project'
UNESCO's World Terakoya Movement, an effort to increase venues (terakoya) to acquire literacy, is sponsored by the National Federation of UNESCO Associations in Japan and has been going on for more than 25 years. In order to encourage people to relate more to kakisonji-hagaki (unusable prepaid postcards) and have fun gathering them, Dentsu has been using its ideas and communication skills to raise awareness for the activity. In addition to creating the activity's support character Kakisonjiro, which made its debut last year, Dentsu created the characters Harisonjiro for unused stamps and Tsukaisonjiro for unused prepaid cards. The three characters made their debut as Tansu Isan Sankyodai (three legacy brothers from the drawers) representing the “legacies" forgotten in household drawers. As a result of an online dance video depicting the three characters, donations of items other than postcards increased 54 times compared to the previous year.
Poster depicting a drawer legacy as a playing card
What! Our drawer legacies can send children all over the world to school!?
2015 campaign characters Tansu Isan Sankyodai Tansu Isan Sankyodai dance video distributed
- Contributing to the Community
- Efforts to Assist Earthquake Reconstruction
- Dentsu's Social Contribution Activities
- Advertising Elementary School
- Program to Strengthen and Support NPO Organizations: Keys to Communicating
- Support for Chinese Advertising Human Resources Development and Contribution to Japan-China Private Sector Exchanges
- Participation in 'Michinoku Fukkou Jigyou Partners'
- Supporting Activities to Tackle International Educational Issues
- Supporting Japanese NPOs and NGOs that Tackle the Global Food Issue