Dentsu Inc. PR wins awards in four categories at the International Public Relations Association Awards
At the Golden World Awards for Excellence (GWA), where the International Public Relations Association (IPRA) in London honors outstanding PR work worldwide, three projects entered by Dentsu Inc. Public Relations (Dentsu Inc. PR) alongside Dentsu Inc. and others won top awards in four categories.
This year's 28th GWA received approximately 400 entries from 42 countries and regions worldwide, with 80 entries winning awards. Dentsu Inc. PR team won top category awards in two categories for "Kumamoto Castle Reconstruction Fundraising" (client: Sakura Packs), and one category each for "Unnamed Housework" (client: Daiwa House Industry) and "Shifting Housework from JOB to JOY" (client: P&G Japan).
The "Kumamoto Castle Rebuilding Fund" is a novel fundraising initiative by Toyama-based cardboard manufacturer Sakura Packs. It involves selling cardboard models of Kumamoto Castle, with all proceeds donated to restore the castle damaged by an earthquake.
Beyond fundraising, the actions of "buying," "assembling," and "displaying" the cardboard castle encourage people to reflect on Kumamoto Castle, helping prevent fading memories. Launched in April 2017, it attracted supporters domestically and internationally, selling 6,000 units and raising a total of 11 million yen in donations (as of March 2018). The award was given to two divisions: Corporate Communications and BtoB.
"Unnamed Housework" refers to the myriad small tasks beyond named chores like cooking, laundry, and cleaning. When launching its "Housework Share House" concept—developed from the idea that the home itself could support and contribute to household tasks—Daiwa House Industry conducted a survey on housework among dual-income couples. It revealed a disparity in perception between husbands (who felt the burden was "3:7") and wives (who felt it was "1:9"), attributing this gap to low awareness and practice of "nameless housework."
The company implemented initiatives to raise awareness of "nameless chores," such as video distribution and "Household Chores Share House" tours with experts. This garnered extensive media coverage and viral empathy. The "Household Chores Share House" became a hit product, selling 200 units in its first year. It won an award in the Communication Research category.
"Shifting Household Chores from JOB to JOY" is a project by P&G's Joy kitchen detergent. It frames chore division as sharing feelings between spouses, supports dividing even emotions through chore sharing, and encourages mindset shifts in both society and households.
Alongside photo provider Aflo, they provided images of couples doing housework free of charge and distributed the video "Things We Share Together." They also distributed original marriage registration forms featuring a pledge to share household chores, free of charge. The video was viewed over 3.4 million times. A follow-up survey found that 87% of wives and husbands responded, "It made me want to share household chores and feelings with my spouse." This project won in the Influencer Management category.
The Grand Prix winner will be selected from all award recipients and is scheduled to be announced on October 19.
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