However, the head of the judging committee commented that what we did in involving families and patients in a study that enlightened all of society on the subject matter was “something the whole world should take note of”. At that time I reconfirmed my feelings of the importance of market research.
PR workers need to focus not only on the logic of corporations and organizations with their desire to “communicate” or “be understood” but with the working public and consumers, to understand what their true feelings are.
In 2003, in my project in Urayasu, “Reducing Garbage-Realizing Recycling Campaign”, we came up with a very cute character “Kurun” to appeal to the children in a very easy to understand manner.
However, as is commonly seen in public administration, taking a “we know best” attitude just doesn’t get the citizens excited about recycling. The important thing to understand is that even though they understand the need, it is just too much trouble for them.
We then came up with the bad guy character of Gurun who appeared in videos and comic strips to duke it out representing our constant conflict with the good and bad in all of us.