ASIA-PACIFIC – MARCH 2011 – It unfolded like a disaster movie: a magnitude 8.9 earthquake, followed by a tsunami, hit the Sendai area of Japan on March 11, 2011. As the Sendai area was left in ruins with millions of people declared dead or missing, Japan continues to be challenged to put the nation back together once again.
Agencies and brands have pitched in to help with the efforts. Japanese advertising network Dentsu has donated 100 million yen for immediate assistance to earthquake relief efforts. Japanese clothing company UNIQLO also gave generously, with US$17 million in cash and $8.6 million in heat-generating clothing.
BBDO/Proximity Worldwide made the 1000 Cranes for Japan website to collect messages and donations in support of Japan. On the project, inspired by colleagues’ pleas for words of encouragement, Chris Thomas, BBDO/Proximity Asia chairman and CEO says, “An ancient Japanese legend promises that anyone who folds a thousand origami cranes will be granted a wish by a crane, such as recovery from illness or injury. We as the global community will take it on to fold not just 1000, but thousands upon thousands of cranes with individual messages of hope and solidarity with the Japanese people to know that we stand together with them in their hour of need.”
Wieden + Kennedy’s Tokyo office was safe from the quake, but their main headquarters in Portland, Oregon is producing and selling specially-designed posters for Japan relief efforts. Many other designers followed suit, using their works to raise funds for disaster aid.
Yahoo websites were busy handling search queries on updates regarding the earthquake and tsunami, and have formed initiatives for relief. Yahoo! News provides ‘How to Help’ links, as well as different fund-raising projects from different branches across the world, such as Yahoo! Korea’s online campaign with World Vision and Yahoo! Kimo Charity’s link-ups between users and beneficiaries.
Through these movements to help from whatever end of the world, it is like, in the words of Japanese-American actor George Takei, “We are all Japanese.”
