It’s a Penalty run global campaigns around major sporting events which harness the power of sport to prevent abuse, exploitation and trafficking worldwide. This is their campaign around the Tokyo Olympic Games.
The Brief
Our client It’s a Penalty Campaign, in partnership with the Tokyo Olympic Committee, asked us to produce the global campaign video and put together a distribution strategy for it. To maximise campaigm impact, we also managed the social media strategy and content creation provided by a thirdparty partner. In addition, we were the main point of contact for all campaign partners in Tokyo, acting as the client’s team representative for all media distribution on the ground. Our team also designed the campaign collaterals to distributed on the ground. You can read the full impact report here.
Strong cultural norms and binary gender roles in Japan means that education surrounding human trafficking is mostly unheard of. Delivering an unprecedented and high impact campaign in Japan did not come without its challenges, we worked closely with our client’s on-the-ground partners to ensure our messaging was impactful whilst remaining culturally sensitive. Working across a number of diverse sectors, including the sports and travel and tourism industry, we helped our client to increase awareness about human trafficking and gain recognition from Government officials and local residents. We have started a dialogue in Japan which, for many, was unheard of.
Result
The result was a cohesive, multi-channel campaign that not only raised awareness but also connected with audiences worldwide on a deep level.
VIDEO
Airline reach: 4.9 million people
Shown inflight by Japan Airlines, Cathay Pacific and Emirates. Nippon Airways (ANA) featured the campaign poster in their in-flight magazine.
Airport reach: 5.8 million people
Narita and Haneda Airport displayed the campaign poster and film on screens and tourist information robots throughout their airports.
Public Transport: 507 million people
Tokyo Metro and JR East rail showed the campaign film in their trains and displayed campaign posters on train platforms throughout Tokyo.
Shibuya Crossing: 14.4 million people
The It's a Penalty campaign film was shown for a week during the Games at Iconic Shibuya Crossing - the busiest pedestrian intersection in the world.
CAMPAIGN COLATERAL
Placed in 500 schools, Haneda & Narita airports, Tokyo Metro, and sent to all Airbnb clients via their digital news.
SOCIAL MEDIA
Throughout the Tokyo Campaign, It's a Penalty and partners shared impactful social media content about the campaign activities, human trafficking and exploitation in Japan, and signs to look out for and reporting hotline information.
167.8 thousand people reached
And… we even got to travel to Tokyo with our client to meet up with all the campaign partners - happy days!
We have been working with It’s a Penalty Campaign since it’s inception, in 2014. To see all their campaigns, please visit the website It's a Penalty.
Services:
WEB DEVELOPMENT
MARKETING
CAMPAIGN
Softwares:
WORDPRESS
ADOBE PSD & AI
Client:
IT'S A PENALTY
Date: