July 31, 2018 – Three projects supported by Dentsu Public Relations won recognition across four categories at the International Public Relations Association (IPRA) Golden World Awards for Excellence (GWA), marking the fourth consecutive year of GWA success for Dentsu PR.
The winning campaigns were “Nameless Chores” for Daiwa House Industry, “Changing Housework from a JOB to JOY” for Procter & Gamble Japan, and “Castle Keepsake” (which picked up awards in two categories) for Sakura Paxx. Representing clients from three very different sectors, the initiatives each tackled societal issues through creative ideas based on solid research, while effectively leveraging earned, shared, and owned media.
This year’s 80 winners were chosen by a 40-strong international panel of expert judges (including three representatives of the United Nations), who considered a field of approximately 400 campaigns from 42 countries and regions. The awards will be presented on October 19 at a Gala Dinner in Barcelona, where the winner of this year’s overall Grand Prix will also be announced.
Client: Sakura Paxx
In cooperation with: Dentsu Inc., Mitsui
Award categories: Business-to-Business (Agency), Corporate Communications (Agency)
Campaign overview: When the iconic Kumamoto Castle suffered extensive damage in the 2016 Kumamoto Earthquakes, its reconstruction became a symbol for the region’s recovery. But with work expected to take 20 years and cost over JPY 63 billion, it was vital to generate not only donations, but also sustained awareness of, and emotional investment in, the ongoing effort. Packaging specialist Sakura Paxx leveraged its expertise to create cardboard Kumamoto Castle model kits, donating proceeds to the restoration, and reframing time spent building the models as users’ own real-world contribution to the reconstruction. Promoted both online and off, the initial run of 3,000 kits sold out so quickly that production had to be increased. And with over 6,000 sold so far, total donations stand at some JPY 11 million, with 3,700 hours contributed to the rebuilding effort by buyers around the world. Moreover, the initiative continues to build momentum, inspiring cooperation from other historic castles and even a local airline.
Client: Daiwa House Industry
In cooperation with: Dentsu Inc.
Award category: Communication Research (Agency)
Campaign overview: Though Japan ranks among the world’s leading economies, much progress remains to be made in the field of gender equality. One aspect of this is housework inequality, which has a profound, but often-overlooked impact on countless women and households, and even the national economy. This campaign saw Daiwa House, one of Japan’s leading house builders, try to address this situation through a combination of ingenious home design and a targeted campaign combining surveys, online content, and offline events. The initiative stimulated a nationwide conversation, drawing attention to what one Japanese NPO has termed na mo naki kaji, or “nameless chores.”
Changing Housework from a JOB to JOY
Client: Procter & Gamble Japan
In cooperation with: Dentsu Inc.
Award category: Influencer Management (Agency)
Campaign overview: In Japan, conservative attitudes to gender roles, and the firmly ingrained stereotype that housework is women’s work, can mean that misjudged attempts to challenge the status quo are met with considerable backlash. This project sought to account for such risks by developing data-driven messages, securing the advance cooperation of influencers, and preparing to respond to any potential criticism. External partners were leveraged in detailed planning and analysis, and the project successfully resonated with its target audience. This not only promoted a perception shift in individual households, but also created a path for a broader change in attitudes throughout Japanese society.
About the Golden World Awards
The annual IPRA Golden World Awards (GWA), established in 1990, recognize excellence in public relations practice worldwide, with awards given in 30 categories including Business-to-Business, Healthcare, NGO Campaigns, Corporate Communications, Public Affairs, and Sponsorship, as well as a special Global Contribution Award to recognize campaigns conducted in pursuit of the United Nations’ Sustainable Development Goals. From these winners, the campaign adjudged to have set the year’s highest standards is selected for the overall IPRA Grand Prix for Excellence, announced each autumn at the IPRA Golden World Awards Gala. https://www.ipra.org/golden-world-awards/winners/
About Dentsu Public Relations Inc.
Since its founding in 1961, Dentsu PR has served as strategic partner to a diverse range of companies, governmental bodies and other organizations. Over 270 employees provide clients with comprehensive reputation management solutions, creating new value and building advocacy through approaches including data analysis, insight-driven content design, and targeted information delivery. Dentsu PR was recognized by the Holmes Report as Japan Consultancy of the Year in both 2009 and 2015, and as North Asia PR Consultancy of the Year in 2018.