Radio Taiso: Social healthcare Package from Tohoku

This case study describes how a Tokyo-based communications company used communal exercise to build morale after the 2011 Japanese tsunami and other disasters.

Radio Taiso: Social healthcare Package from Tohoku

Casey Grant and Adam Weiss

Campaign details

Lead agency: McCann Healthcare JapanBrand: Radio TaisoCountry: Japan and PhilippinesIndustry Public healthChannels used: Earned media, buzz, Events and experiential, Product sampling, Public relationsMedia budget: Up to 500k

Executive summary

This case study describes how communal exercise was used to build morale after the Japanese tsunami and other disasters.

After the devastation of North-East Japan by the tsunami on the 11th March 2011, known colloquially as '3-11', the people in Tohoku were in need of a...

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