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.