Sanoyas Hishino Meisho: The launch of a shipbuilding hero

Sanoyas Hishino Meisho Corporation launched their ‘Shipbuilding Hero’ campaign, aimed to change the perception of the Shipbuilding industry as a hard, dirty and dangerous workplace.

Sanoyas Hishino Meisho: The launch of a shipbuilding hero

Dentsu Inc. Kansai

SUMMARY

We created a new manga (Japanese cartoon) hero, the Shipbuilding Hero, for our client - the Sanoyas Hishino Meisho Corporation, a shipbuilder who was suffering from a shortage of young blue-collar workers due to perceptions that shipbuilding work was hard, dirty and dangerous. This corporate publicity campaign utilizing our manga hero created a positive image for both our client and the shipbuilding industry as a whole, and solved the young worker shortage through a sharp increase in employment applications. Furthermore, the campaign’s effectiveness in comparison to its...

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