Social Action

The Hakuhodo Group's social actions draw on the efforts of employees to achieve our goal of bringing joy and progress to sei-katsu-sha and society. While these actions take many forms, in general they involve:

  • co-activities with our clients, media companies and other business partners to resolve challenges that arise in our daily work and issues in society, or

  • our employees applying their professional skills, knowledge and creativity, to resolving challenges facing society.

Hakuhodo's twin philosophies―Sei-katsu-sha Insight and Partnership―provide the foundations on which the Hakuhodo Group's social actions are built. Sei-katsu-sha Insight compels us to ask ourselves what is truly beneficial for sei-katsu-sha and what is truly for the good of society, or sei-katsu-sha as a collective. Partnership encourages us to build long-lasting relationships and provide sustainable solutions in our social actions, just as we do in our business activities.

Social actions

Work for UN SDGsTAP PROJECT JAPANSupporting StudentsParent & Child HandbookTomosu JapanDINING OUT

Copywriting and creative work for the UN's Sustainable Development Goals

Copywriting and creative work for the UN's Sustainable Development Goals

Collaborating with the United Nations Information Centre, an organization tasked with raising public awareness of the Sustainable Development Goals (SDGs) in Japan, Hakuhodo in 2016 created the official Japanese language icons for the SDGs, and produced video for a public service announcement. Through a series of discussions with various international organizations, NGOs working in global cooperation, the Japan International Cooperation Agency and the Ministry of Foreign Affairs of Japan, we developed catch copy that would be easy to use by everyone.

https://www.hakuhodody-holdings.co.jp/english/csr/sdgs/

TAP PROJECT JAPAN: Using the power of design to tackle a social issue

TAP PROJECT JAPAN: Using the power of design to tackle a social issue

TAP PROJECT, a fundraising and educational campaign that began in New York in 2007, aims to help bring safe, clean water to children in need across the globe. Activities in Japan kicked off in 2009 led by volunteers from the Hakuhodo DY Group, in collaboration with the Japan Committee for UNICEF. In the eight years since then, more than 260 Hakuhodo DY Group employees have participated in TAP PROJECT JAPAN. Each year Group employees plan and organize an event that uses the power of design to help people make new discoveries about water. In 2016, we also revamped the TAP PROJECT JAPAN website and created an online game around the themes of the year's event, which was made available on the website.

https://www.tapproject.jp/ (in Japanese)

Proactive support for advertising and marketing education and training around the world

TAP PROJECT JAPAN: Using the power of design to tackle a social issue

Hakuhodo has long been a supporter of child education in Japan. Globally, the Hakuhodo Group works with universities and colleges in various countries to support the development of advertising and marketing-related curricula and provide up-to-the-minute training for students and future lecturers. Recent examples include: collaborating with Myanmar's National Management College over the course of three years to realize the country's first-ever advertising and marketing course and providing on-going support in the form of regular lectures and workshops; and providing hands-on training for master's students at Chulalongkorn Business School in Bangkok through a collaboration with a Hakuhodo Group company located in Thailand.

In addition, Hakuhodo has recently sent lecturers to universities in Korea and Russia, and also hosts visiting groups from universities from around the world at its head office several times a year.

A modern parent & child handbook and app for families raising children

A modern parent & child handbook and app for families raising children

For decades, the Mother and Child Health Handbook (Boshi techo in Japanese) has played a major role in protecting the health of mothers and their children. The Handbook includes pregnancy, birth, development and vaccination records, as well as information on the baby's diet, illnesses and childcare. It is often given to children by their parents as a message of love after they grow up.

Listening to the voices of fathers as well as mothers, Hakuhodo DY Group companies developed a more modern, user-friendly Parent & Child Health Handbook that is being adopted by more and more local authorities around Japan.

The Hakuhodo DY Group also developed an app with today's expectant parents and new families in mind. The app produces graphs of a baby or child's development from entered checkup information; sends information on local government programs and procedures and messages from doctors and specialists all timed to the stage of the baby or child's development; and much more.

Handbook: https://www.boshi-techo.com/service/ (in Japanese)

App: http://mamasnote.jp/ (in Japanese)

Tomosu Japan website: Using insights from disaster relief activities for disaster prevention and disaster minimization

Tomosu Japan website: Using insights from disaster relief activities for disaster prevention and disaster minimization

Hakuhodo DY Group employees independently launched a wide range of initiatives in the aftermath of the 2011 Tohoku earthquake and tsunami to provide ongoing support to the affected areas and prepare for similar disasters in the future. The Tomosu Japan website was set up to ensure that insights gained by our employees from these endeavors could continue to be used long into the future.

http://www.hakuhodo.co.jp/tomosu/ (in Japanese)

DINING OUT: An outdoor fine dining experience created to give regional tourism a boost while showcasing the unique beauty of regional Japan

DINING OUT: An outdoor fine dining experience created to give regional tourism a boost while showcasing the unique beauty of regional Japan

DINING OUT is a pop-up outdoor fine dining restaurant that appears somewhere in Japan for just a few short days. The DINING OUT team scours the region where the next DINING OUT will be held for its unique assets and, together with top chefs, creators and members of the local community, reconsiders the particular food ingredients, natural environment and culture of the land from new perspectives, creating a new tourism asset in collaboration with government and local authorities, producers and other local partners. The concurrent development and marketing of new local products geared to tourists' gift-giving needs means that involvement does not end with the event itself, thus contributing to revitalizing the areas where DINING OUT is held.

DINING OUT is planned and operated by ONESTORY Inc., a Hakuhodo DY Media Partners Group company, with events held throughout Japan in collaboration with Hakuhodo Inc.

http://www.onestory-media.jp/diningout/ (in Japanese)

As part of the Hakuhodo DY Group, social actions undertaken by Hakuhodo Group companies are guided by the Hakuhodo DY Group's CSR policy. To read more, see: http://www.hakuhodody-holdings.co.jp/english/csr/