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Special Class of "Advertising Elementary School" Held in Minamisoma
A special class for Dentsu Inc.'s social contribution project " Advertising Elementary School " (hosted by the Fukushima Recovery Solar & Agri Experience Exchange Association) was held on February 15th and 22nd at the Minamisoma Solar & Agri Park in Minamisoma City, Fukushima Prefecture. Thirty-two elementary school students from first to sixth grade in the city participated.
The "Advertising Elementary School" is a project aiming to foster children's communication skills through a program where they experience the process of creating commercials themselves. To date, it has been incorporated into lessons at over 200 schools nationwide.
For this special class, Masashi Okuma, Vice Chairman of the Genki Program Development Committee (NPO) and former Specially Appointed Professor at Tokyo Gakugei University, who was involved in developing the program, served as the instructor. Creators from Dentsu Inc. acted as class advisors.
On the 15th, as an introductory session, the children worked in groups to create a commercial for "Super Sweet ABC Chocolate," practicing methods for generating ideas from diverse perspectives. On the 22nd, they created commercials conveying "the essence of Minamisoma we want to pass on to the future," based on their own research and interviews with family, friends, and school teachers.
From numerous ideas, the children focused their storytelling on themes like "We will carry on the 'Nomaoi' festival, which has continued for 1000 years," "Many people here are considerate," and "The nature is rich, and people's hearts are beautiful," using the representative festival "Nomaoi" as their subject. Finally, they presented a 15-second commercial drama in front of gathered family members and related parties.
Eisuke Hangi, Representative Director of the Fukushima Recovery Solar & Agri Experience Exchange Association, which hosted the special class, expressed his resolve: "Seeing their final presentation, I truly felt how this process nurtures their ability to think critically. We remain committed to fostering the children who will shape Fukushima's future." Mr. Okuma shared his impressions: "I was deeply impressed by how actively the children engaged and by the strength of their feelings for their hometown."
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