REFERENCING

Global Public Relations (2008) Thought Leadership. Available at: http://www.text100.com/en/media/thought-leadership/international-the-key-successful-pr-japan-knowing-pr (Accessed: 10/03/2011)

The Centre for Consumer Freedom (2005) PETA Offends People of all Faiths. Available at: http://www.consumerfreedom.com/news_detail.cfm/h/2871-new-ccf-report-peta-offends-people-of-all-faiths (Accessed: 01/03/2011)

Discovery (2003) Most Tasteless PR Campaign Ever. Available at: http://www.discovery.org/a/1381 (Accessed: 01/03/2011)

PETA (2011) About PETA. Available at: http://www.peta.org.uk/about/ (Accessed: 01/03/2011)

TokyoHive (2010) Rinka Goes Nude For Marc Jacob's Skin Cancer Charity Campaign. Available at: http://www.tokyohive.com/2010/11/rinka-goes-nude-for-marc-jacobs-skin-cancer-charity-campaign/ (Accessed: 03/03/2011)

FireBird PR (2011) Case Study: Mole Watch. Available at: http://www.firebirdpr.co.uk/case-studies/molewatch.html (Accessed: 26/02/2011)

Molewatch (2008) MoleWatch. Available at: http://www.molewatch.org.uk/ (Accessed:26/02/2011)

TimesOnline (2008) Mountain of Worry Over Missing Molehills. Available at: http://property.timesonline.co.uk/tol/life_and_style/property/gardens/article3248061.ece (Accessed: 26/02/2011)

CAITIE'S POSTER CREATION

MY PRESENTATION NOTES

My Intro

Thank you Ruth, just to reiterate we will be focusing on the value of dolphins to us as a society and also ecologically. There are a number of hurdles that we need to overcome, particularly for Japanese media where they like exclusives that will not be seen in other publications. This prohibits the rise of churnalism.

We came up with the campaign name “Animate to Educate, keep Kindness in Mind” as it shows the core values of the campaign. The campaign will begin with a film competition supported by social media. Celebrity ambassadors will play a key role within this tactic. But first I will discuss the attributes of dolphins that we will present in each film.

Dolphin goodness

We felt that a competition would be the best way to reach our target audience and not only try to educate them, but to also give them a reason to take part with the opportunity of winning a prize. The guidelines for the film competition will stipulate that the film must contain two of these five points, and it must be the main inspiration of the film. These are:

1. Their intelligence, in hunting

OR

2. Their likeness to humans

OR

3. Importance to our eco-system

AND

4. The hunting that happens

OR

5. Mercury that is in dolphin meat

These points will demonstrate the idea that dolphins are NOT pests, the similarities of dolphins to us, and the important role they play in our eco-system. However, we also want to show some of the negative effects that occur as a result of dolphin hunting. By using two of these points, we aim to inspire the university and college students to research these points and draw together a film that expresses their ideas rather than ours, thus side stepping cultural imperialism. We also thought that students should be required to work in teams to produce their films as it has become apparent to us that Japanese people like to reach objectives as a collective and not as individuals. They believe that this will result in success.

The films will reflect the core values of the campaign which is to educate through the use of animation and film, to be creative and have kindness at heart.

2D poster design

To inform students of the competition we will distribute posters around university and college campus’s. The poster will feature a quick response 2d barcode which students can then use their mobile phones to take a photo of. This barcode will take the students to a micro site, which will include information about the dolphin hunting in Japan and other relevant facts and figures. Quick response 2d barcodes are the current most popular trend in Japan. Many products and posters are beginning to feature them, due to their efficiency and originality.

This is an example of the poster. As you can see it holds all the information and the 2D barcode – go into examination of poster.

Micro-site

The micro site will feature a viral video which will be created in the popular Japanese style of Manga. The manga film will give the most important information about the competition and also feature a voice over from our ambassador Yukie Nakama. This viral video will be posted onto social networking sites and university forums.

Important facts and figures about the campaign and the dolphins hunting industry will also appear on the microsite. A petition will be featured on this site in order for the Japanese community to show their support for the cause. Other petitions have been carried out before, however support has mainly been from countries outside of Japan. We want to create a petition that focuses entirely on the Japanese community which will hopefully result in the banning of Dolphin hunting.

Ambassador

It has become apparent that the use of a celebrity ambassador will be useful particularly in Japan where they prefer to gain information from Japanese rather than from Westerners. Yukie Nakama is one of Japans most popular singers and actresses and will be the ideal ambassador for this campaign. We propose that Yukie Nakama will be our main ambassador for this campaign as a non-partisan contributor. We also hope to get Baseball played Ichiro Suzuki and Actress Amami Yuki onboard to become ambassadors for the campaign. These 3 ambassadors will update regularly the social media sites, so it is not us telling everyone what is happening, the information is coming from the Japanese.

The ambassadors will then choose the top 20 films the Japanese people will vote on to make their top three.

The prizes of the competition will be:

1^st Weekend away dolphin watching for two, as well as premium illustration software and equipment

2^nd Illustration software and equipment

3^rd Illustration software

These will be the best quality that we gain through sponsorship.

Group Day

Today all of the group went over to Emilie's house for the day to go over our campaign and presentation. We finally came up with out campaign name - "Animate to Educate - Keeping Kind in Mind."

We decided on this name as it shows the core values of the campaign. It incorporates the competition where students can create there own films which not only educates, but shows creativity and kindness at heart.

We decided on the film guidelines and what the entries have to include. These are:

1. Their intelligence, in hunting

OR

2. Their likeness to humans

OR

3. Importance to our eco-system

AND

4. The hunting that happens

OR

5. Mercury that is in dolphin meat

We decided against using Dolphin therapy as a reason why dolphins shouldn't be hunted. The reason behind this decision is because Aimee discovered that Japan is against keeping dolphins in captivity.

THE BREIF

Georgia and Ruth put together the following brief:

Sea Shepherd PR brief

Dolphin Awareness

The aim from PR activity:

To increase the education among the youth population in Japan on the value of dolphins as well as the dolphin hunting that happens around Japan. Create an interactive campaign that young people can get involved with and learn from.

About the business:

Established in 1977, Sea Shepherd Conservation Society (SSCS) is an international non-profit, marine wildlife conservation organization. Our mission is to end the destruction of habitat and slaughter of wildlife in the world's oceans in order to conserve and protect ecosystems and species.

Sea Shepherd uses innovative direct-action tactics to investigate, document, and take action when necessary to expose and confront illegal activities on the high seas. By safeguarding the biodiversity of our delicately-balanced ocean ecosystems, Sea Shepherd works to ensure their survival for future generations.

http://www.seashepherd.org/

Japan:

Japans relationship with dolphin hunting is steeped in history, in 1600 Taiji sent the first boats out for whale hunting in Japan. But in recent history there has been marked concern about the health implications of consuming dolphin meat. It has been noted that dolphin meat contains high mercury content and this has caused a 50% rise in the death toll, in areas where the meat is consumed on a regular basis.

The implications of the dolphin hunting on the eco-system are notable; dolphins do not spawn as rapidly as fish thus there population is being depleted. It is estimated that every year 20,000 dolphins are hunted in Japan for blubber, meat and fertilizer, there has been strict regulations enforced to help prevent unnecessary killing of the mammals. However there is a lot of the meat left over and despite cutting prices by up to 50% there is a great deal of waste.

The Cove, a documentary filmed in Taiji has caused outrage amongst westerners, yet there is still very little knowledge of the hunting throughout Japan. A year after the release of the film, it was dubbed in Japanese and sent to every house in Taiji in an attempt to raise awareness. This caused some outrage for those who watched it but it was ignored by a significant number of people.

Marketing Activity:

Currently activity from the Sea Shepherds has been to gather information on the fishermen’s activities and ensuring that no international laws are broken.

Target audience:

The audience is broad looking at 16-26 year olds in Japan.

Timescale:

This is a long-term campaign over one year

Budget:

The budget is £10,000 for the one year.

The Campaign Idea

For the campaign we decided that we wanted to focus on University students in Japan. 2D bar-codes are extremely popular in Japan so we thought that incorporating them into our campaign would really benefit us.

2D BAR-CODE EXAMPLE

We came up with the idea of a competition. University students would be asked to create a short video about the killing of Dolphins in the cove. Posters will be put up around University campuses which will include a 2D bar-code which students can take a picture of, with their mobile phones, and the code will link them to a micro site.

We decided that an anime manga style video would be the best way to reach the Japanese community. Manga consists of comics and print cartoons, in the Japanese language and conforming to the style developed in Japan in the late 19th century. Our video will explain about the competition and what needs to be included in it. The video will be posted on University forums, on the Nico Nico Douga (Japan's biggest video sharing site), the Facebook page and Mixi site (Japanese social networking site.)

CELEBRITY AMBASSADOR

Through the research I have carried out it has been made apparent that the use of celebrities really does help a charity PR campaign. Yukie Nakama is a Japanese Singer and Actress and is one of the most popular and well respected actresses in Japan. We felt like Yukie would be the ideal ambassador for this campaign.

Yukie will feature in the Manga video (as an animated character) and will explain to the Japanese students what the competition is about.

Competition entries will be posted onto the micro site, where voting will take place.

WHAT NEEDS TO BE INCLUDED IN COMPETITION ENTRIES:

Environmental Factors - Effects on the food chain etc.

What dolphins do for us - Dolphin Theropy - How they help people with disabilities.

THE MICRO-SITE

The micro-site will include all the information about Dolphin Culling. It will include facts and figures, shock tactic videos and a petition which the Japanese community can sign.

MOBILE APPLICATION

We thought that a mobile application would also be a great way to not only inform the Japanese community but also to involve them. Details of how you can download the application will be featured on the above websites. The app will basically allow you to "design your own dolphin." 90% of internet access is via mobile phones, and Japan is renowned for it's technology. The Japanese love new gadgets so me and Cate both thought that incorporating mobile phones into the campaign would be a great way to reach the younger generation.

Dolphins which have been designed will then swim/dance across social networking sites on the day in which the competition winner is revealed.

THE NAME

At present we still do not have a name for this campaign, but feel now we know which outputs we are using we will hopefully be able to establish the perfect campaign name.

Some Useful Facts

JAPAN

• 90% of households in Japan have internet access.
• Japan has the third largest economy in the world.
• Most internet access is conducted by mobile phones.
• 45 million people use social networking services.
• In Japan global PR firms should communicate clearly in Japanese and focus on benefits.
• The Nihon Keizai Shimbun ("The Nekkei") is a business daily newspaper with 3million readers and it has the largest circulation of any business daily in the world. Placing stories into this publication requires fresh information, creativity and sound tactics.
• Japanese reporters appreciate face to face meetings rather than over the phone. While this is often attributed to Japanese culture which is said to value for formal, personalized relationships, it is also true that reporters like to meet in person simply because they can, as most of them work in Tokyo.
• Japanese editors and publishers do not want to read their stories in competitive publications.
• The majority of Japanese reporters want to get their information in their native tongue - This includes press releases, emails, phone calls etc.

http://www.text100.com/en/media/thought-leadership/international-the-key-successful-pr-japan-knowing-pr

PR Campaigns in Japan

Marc Jacobs Opens New Store In Tokyo

On December 4th 2010 Marc Jacobs opened up a store in Aoyama Tokyo and combined the opening event with his skin cancer charity campaign "Marc by Marc Jacobs Nude Photo Charity. Japenese fashion Icon, talent and model Rinka took her clothes off and became the first Asian Celebrity to participate in the campaign.

Rinka feature on Marc's infamous T-shirts with the slogan "protect the skin you're in" which were only available to buy in Aoyama. Many other celebrities such as Naomi Campbell and Dita von Teese have taken their clothes clothes off for the campaign, and the entire list of people who have done so features on the back of the T-shirts saying "Thank You For Getting Nude."

http://www.tokyohive.com/2010/11/rinka-goes-nude-for-marc-jacobs-skin-cancer-charity-campaign/