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...