Holding "Advertising Elementary School" in Aizu: Cultivating Communication Skills Through CM Drama Creation

As part of the "Summer Kids College" program (sponsored by the Aizu University Junior College Regional Revitalization Center, with support from the Aizuwakamatsu City Board of Education, Naraha Town Board of Education, and Okuma Town Board of Education), "Advertising Elementary School" was held on July 20 at Aizu University Junior College in Aizuwakamatsu City, Fukushima Prefecture, with participating elementary school students who applied.

CM Play Presentation

The 'Advertising Elementary School' project, a social contribution initiative by Dentsu Inc., aims to foster children's communication skills by letting them experience the process of creating commercials. Since its launch in 2006, it has been held at 186 schools, with over 22,000 children and students participating. As the importance of communication skills gains recognition in educational settings, the program has expanded beyond elementary schools to include junior high, high schools, and universities. Since last year, its use has expanded overseas, including being incorporated into Japanese language classes at Seemyung University in South Korea.

Fifteen children, including those evacuated from Koriyama City, participated, ranging from first to fifth grade. Divided into three groups, they worked on creating a commercial skit for the fictional "Super Sweet ABC Chocolate." Even children who initially struggled to voice their opinions confidently presented their commercial skits by the end, receiving loud applause from the parents watching.

Mr. Takahiro Aoki of Aizu University Junior College, who served as an instructor, commented on the initiative: "The children seemed to experience the joy of self-expression and the satisfaction of creating something together. It also provided a valuable opportunity for evacuated children to interact with local children."
Mr. Takuma Fukunaga from Dentsu Inc. 1CR Planning Bureau and Ms. Mayumi Obana from the 3CR Planning Bureau served as class advisors. Mr. Fukunaga remarked, "I imagine the children were nervous meeting each other for the first time, but it was impressive how they persevered energetically and with smiles until the very end."

Advertising Elementary School Website
http://www.dentsu.co.jp/komainu/
Book: 'Advertising Elementary School: Learn to Communicate Through Creating Commercials'
http://www.dentsu.co.jp/knowledge/publish/concerned_social/komainu.html