Dentsu Inc.'s "Advertising Elementary School" project received the "Children's Creative Award" at the Mecenat Awards.

On the 9th, the Corporate Mecenat Council announced the winners of the "Mecenat Award 2014." Dentsu Inc.'s social contribution project, the "Advertising Elementary School" initiative, received the Excellence Award in the "Children's Creative Award" category.

Koma-Inu-kun, the character from the "Advertising Elementary School" project that won the Children's Creative Award

 

Launched in 2006, the Advertising Elementary School project aims to cultivate foundational skills for children's "communication abilities" through creating commercial plays. These include "creative thinking," "judgment," "expression," and "group problem-solving skills." Developed over three years in collaboration with Tokyo Gakugei University, the teaching materials are provided free of charge to interested schools. To date, over 22,000 students at 190 schools nationwide have participated ( details available on the Advertising Elementary School website ).
The Corporate Philanthropy Council commended this initiative for nurturing the next generation, stating: "The company leverages its management resources for children's communication education, developing this as a unique social contribution activity. By packaging the teaching materials and methods, it has been adopted in educational settings nationwide."

This award honors outstanding corporate and corporate foundation patronage (arts and culture support) activities. Since establishing the "Mécénat Grand Prize" (renamed the "Mécénat Award" in 2003), it has solicited nominations each spring for patronage activities conducted the previous year and presents awards.

The council held a press conference in Tokyo on the 9th, attended by representatives from the award-winning companies.
Regarding the award for the "Advertising Elementary School" project, Mari Sakanaka, General Manager of the Social Contribution Department, General Affairs Bureau, Dentsu Inc., stated, "We are grateful to receive an award with a name that perfectly suits our activities. We feel the joy of being able to support children in improving their communication skills with the support of the teachers. We will continue to strive in this endeavor."

Scene from the press conference	Ms. Sakanaka expressing her joy at the award

 

Additionally, the Grand Prize went to Gallery Equad for "Operating Gallery Equad: 'Enjoying Architecture'," while the Special Prize, the Agency for Cultural Affairs Commissioner's Award, was awarded to Toyota Motor Corporation for "Toyota Youth Orchestra Camp."
Details on the "Mecenat Award 2014" can be found here.