The annual competition which has been held since 1988 is not just for Dentsu Group employees―their family members can also create and submit human rights-related slogans. These represent the whole gamut, from the humorous and insightful, to pithy, simple statements of complex human rights themes. In fiscal 2012, there were 8,430 entries. The best slogans are incorporated into human rights posters produced by Dentsu creatives. This program has continued for 25 years, and more than 100 posters have been created to date.
Dentsu’s human rights posters use advertising techniques to combine condensed, short phrases and visual designs to highlight human rights. They are characterized by statements about various human rights issues presented from a familiar viewpoint. Local government bodies and corporations make requests for their use, and they are used for human rights-related events across Japan. That fact that some local government bodies ask to use the posters every year shows how Dentsu has received high recognition for its proactive efforts.