Since 1988, the Dentsu Group has been holding an annual competition for human rights slogans for Group employees and their families. The term “slogan” is used, but the entries are usually freestyle short messages such as ad copies rather than mottoes. These represent the whole gamut, from the humorous and insightful, to pithy, simple statements of complex human rights themes. It is an in-house initiative that is unique to Dentsu. In fiscal 2014, there were a total of 8,584 entries (7,765 entries in the employee category and 819 entries in the family category).
The best slogans are incorporated into human rights posters produced by Dentsu art directors. It is an initiative attempting to make human rights more relatable by expressing them through a combination of copy (words), main visuals, and designs, in other words, ad creative techniques.
Advertising communications convey information through expressions that are easy for everyone to understand and memorable. Is there any way to use the techniques of “communication” cultivated through advertising to highlight human rights? Is there a way to “advertise human rights”? That was the original reason for engaging in human rights poster production.
Up to fiscal 2014, we have produced a total of 117 posters. While it started as an in-house initiative, now local government bodies and corporations make requests for their use and the posters are used for human rights- related events across Japan.
Dentsu aims to contribute to the firm establishment of human rights in society through a repeated cycle of producing human rights slogans and posters → people see the posters → people talk about what they felt from seeing the posters.
Number of Human Rights Slogan Entries
|FY 2012||FY 2013||FY 2014|
Dentsu Human Rights Posters Produced in 2014(The 27th Program)
Eliminating discrimination against Buraku communities
It's not that we don't exist.
It's just that we can't tell you who we are.
This poster was inspired by the feeling that discrimination is not “someone else's problem,” and that victims of discrimination are all around us.
Protecting children's rights
Childhood is more than preparation for adulthood. It's real. It counts.
This poster was inspired by the feeling that childhood seems to have been relegated to nothing but a “period for preparing for the future.” The slogan is a message that, for children, childhood is not preparation; real things happen; it counts.
Towards the establishment of a gender equal society
Correct your prevailing perceptions about the “use of women”
We often read in today's newspapers about “making use of women in the workforce.” The aim of this slogan is to raise objections to this condescending view of women as “something to be used.”