Heat the paper, and land disappears!? Yomiuri implements unique tabloid insert

 

On December 11, the Yomiuri Shimbun Osaka Headquarters and Dentsu Inc. Kansai Branch launched a special project to commemorate the 140th anniversary of the Yomiuri Shimbun. This project, sponsored by Panasonic, utilized "heat-sensitive ink"—a first for the newspaper industry.

Thermochromic ink is a special ink that repeatedly changes color within a specific temperature range. Utilizing this property, a four-page color tabloid insert was created to allow readers to physically experience sea level rise caused by global warming. It was inserted into the December 11th morning edition in the Tokyo 23 wards area. Approximately 800,000 copies were distributed.

The project date was chosen to coincide with the 17th anniversary of the adoption of the Kyoto Protocol. On this day in 1997, the Kyoto Protocol—which obligated signatory nations to reduce greenhouse gas emissions—was adopted at the 3rd Conference of the Parties (COP3) to the United Nations Framework Convention on Climate Change (UNFCCC) held in Kyoto. Additionally, COP20 was being held in Lima, Peru, from December 1st to 12th.

The front-page headline reads: "17 Years Since the Kyoto Protocol Adoption." The coverage consists of articles sounding the alarm on global warming, which shows no sign of stopping.

 

Pages 2 and 3 feature a double-page spread with a satellite image of Japan centered on Tokyo. Warming the paper causes the thermochromic ink sections to fade. This illustrates a scenario where global warming has caused sea levels to rise by approximately 7 meters, allowing readers to experience how coastal areas and river basins would be eroded. The ink used fades when heated above 33°C (24°C for color development).

 

The final page features an advertisement by Panasonic, a sponsor of the project. Its tagline reads, "Cooling food should not mean warming the planet," introducing the company's non-fluorinated refrigeration system.

Project leader Sho Ito (Dentsu Inc. Kansai Branch, Media Services / Newspaper Division) stated, "This project began with the desire to create something unprecedented. We hope it surprises those who pick it up, and that it sparks not just interest but also consideration of environmental issues. We are grateful to Yomiuri Shimbun and all involved parties."

The thermochromic ink is expected to be utilized in various future projects and creative applications.

Special Site: www.yomiuri-osaka.com/sealevel/