What can adults do for children who have lost their sense of belonging during the pandemic?

The Challenge Lab, established by the Japan NPO Center and Dentsu Inc.

It gathers cutting-edge challenges from across Japan through the Japan NPO Center's network and brings together people with different skills and from different industries to think about them. It's a think tank for discovering challenges – something that seemed like it should exist but didn't.

This series identifies "challenges" related to various themes and explores hints for solutions.

The theme for the second installment is 'Children.' Reflecting on issues addressed in events held in 2018, Eiji Ueda of the Japan NPO Center and Tomoyuki Torisu of Dentsu Inc. discussed new challenges children are facing during the COVID-19 pandemic.

 

"School trips as a catalyst for problems?"

Torisu: At the Challenge Lab, we host an event called "QROSS SESSION" where people from different industries mix and discuss. The theme for that memorable first session was "Children." I recall this was Mr. Ueda's proposal. Why did you choose "Children"?

Ueda: At the Japan NPO Center, I manage collaborative projects between corporations and NPOs. I received many inquiries from various companies about social contribution initiatives. Among these, the theme that actually received the most inquiries, regardless of industry, was "children."

Torisu: What do you think were the reasons behind that?

Ueda: First, when companies participate in social contribution activities, they need to gain understanding from many stakeholders. In that sense, "children" was a theme that was easier to build a common understanding around. Also, at that time, child poverty issues were receiving significant media coverage, and society's attention had suddenly heightened, which I believe was another factor.

Torisu: That's right. We gathered numerous issues from various angles and ultimately addressed eight of them at the event, didn't we?

Ueda: A key feature of the Challenge Lab is that we address not only issues backed by solid evidence and facts, but also challenges identified by NPO workers on the front lines.

Torisu: Honestly, I was surprised by how many issues I hadn't recognized at all. Issues like "problems triggered by school trips" are precisely the kind of insights only those on the front lines can provide.

Ueda: The issue is that students bear the cost of their own school trip belongings (bags, pajamas, small items, etc.), which can expose a family's financial situation. Also, many rural inns lack private showers, requiring group use of hot springs, which creates a significant barrier for LGBT children.

Torisu: I was one of those kids who innocently splashed around in the hot springs during school trips, so this perspective really made me pause.

Children unable to send out SOS signals during the pandemic

Torisu: Another issue that stuck with me was "the problem of illiteracy." When this topic came up, I was shocked to learn that nearly half of Shinjuku Ward's new adults come from multicultural backgrounds.

Ueda: This isn't limited to Shinjuku; the number of foreign nationals living in Japan is increasing. For example, children who arrive in Japan after age 15 face systemic barriers to receiving compulsory education. Their opportunities to learn Japanese are limited, often relying on NPO-run Japanese language classes or night junior high schools. Additionally, some parents with foreign roots cannot read Japanese. Even something as simple as a handout distributed by the school can be a very high hurdle for these individuals, making it difficult for them to adequately prepare or support their children. As a result, even though they are genuinely eager for their children's education, language and communication barriers lead to them being labeled as "uninterested in education." This creates a vicious cycle where participating in school education becomes even more difficult.

Torisu: Perhaps the fundamental issue is that the school education system itself isn't keeping pace with the reality of increasing numbers of parents and children with foreign roots. Are there any challenges that particularly concern you, Ueda-san?

Ueda: The "declining playground problem." While the number of parks themselves is increasing, I feel it's not necessarily true that they are becoming places where children can easily play.

Torisu: There have been points raised that the many prohibitions and rules, like bans on ball games or loud voices, are actually causing stress for children.

Ueda: Furthermore, in rural areas, school consolidation has increased the number of children commuting long distances by school bus. This seems to be reducing opportunities for them to play together after school. Outdoor play also serves the role of helping children develop basic social skills like "making plans," "coordinating meeting places and times," and "deciding what to play." I'm concerned this vital growth process is being lost.

Torisu: The "declining playground problem" and the "lack of safe places for kids at night" are issues that were highlighted again during the pandemic, right?

Ueda: Exactly. During the first state of emergency, government-managed parks closed, leaving children who already had few places to play with virtually nowhere to go. Speaking with an NPO working to create safe spaces for children in Shinagawa Ward, they said, "When adults make a big fuss during the pandemic, children eventually fall silent. Unable to tell anyone about their distress, their hearts are being squeezed and suppressed." This really drove home how serious the ongoing situation is.

Torisu: Is there no place for children at home either?

Ueda: I think there are increasing situations where children aren't getting enough care. For example, if both parents are working remotely and have meetings at the same time, the child has to stay quiet because they'll get scolded if they make noise, and they don't get enough attention from their parents either. It's quite possible that the stress parents are feeling during the pandemic is also affecting their children.

Torisu: I see. It seems likely that some children want to send out an SOS but find it hard to voice, or perhaps don't even understand what's causing their distress themselves.

Ueda: For children who can't find their place in their first place (home) or second place (school) during the pandemic, it seems that places like the Shinagawa NPO mentioned earlier, which were once their third place, are now becoming their first place. Catching children's SOS signals is one of the roles of these "safe spaces."

Torisu: By the way, what kind of approaches does the Shinagawa NPO use?

Ueda: They call it "social roll call." They would call the children and engage in communication like, "How are you?" or "Things must be tough, huh?" This approach to reaching out is key. If you ask, "Is there anything troubling you?" they might just say, "I'm fine." Or, if you do ask about their problems and it turns out to be something they can't handle themselves, it can ultimately lead to distrust.

Torisu: That's an interesting point. It's similar to marketing surveys where asking "What kind of product do you want?" can lead to people not recognizing their own true needs.

Fumiyuki Nakatsuka , Representative Director, NIRE Educational Support Center (NPO)

 

First, we need to make them aware of the issues. Possibilities for corporate collaboration

Torisu: Summer vacation is currently underway. Are there any unique challenges for children during this time?

Ueda: The lack of school lunches during long breaks is a major problem for families who struggle to provide adequate meals for their children.

Torisu: To put it bluntly, are there households where the school lunch is the only adequate meal the child gets in a day?

Ueda: We do hear of such cases. Even when children eat three meals a day, the quantity or nutritional balance might not be adequate.

Torisu: It seems like community support could help improve this. I feel this is an area where not just government and NPOs, but companies should also get involved.

Ueda: I agree. We're gradually seeing more companies proposing pioneering challenges and ideas that address social needs. When discussing the "declining playground problem" with a homebuilder, they suggested, "Perhaps we could design homes from the construction stage to allow children to move around freely and make noise without issue."

Torisu: There seem to be many things companies can communicate by leveraging points of contact close to people's lives, like homes and smartphones.

Ueda: The Challenge Lab also collaborated with TikTok to create message videos on themes like "consideration for people with disabilities" and preventing young people from becoming victims of digital harm.

Challenge Lab videos on TikTok

Torisu: I believe disseminating messages through platforms like TikTok, which have significant reach among young people, is extremely meaningful. Many "childhood" issues are serious and won't be solved overnight, but raising awareness about the existence of these challenges is a crucial first step.

Ueda: I agree. Furthermore, addressing these challenges isn't just about social contribution. For example, the increasing number of people from diverse cultural backgrounds can also be seen as creating new market opportunities for business. We believe it's crucial to actively connect with companies, so we welcome even vague inquiries like, "We want to do something themed around children."

Torisu: I'm really looking forward to exploring new ways to solve these challenges together. Thank you for your time today.

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＜Challenge Lab＞
Established in 2018 through collaboration between Dentsu Inc. and the Japan NPO Center. This lab aims to foster relationships where NPOs and companies are not just "recipients and providers of support," but rather "collaborative entities working together to solve social issues."

Guided by the concept "Problem discovery precedes problem solving. Hints lie in the field, not the boardroom," it connects with cutting-edge frontline initiatives addressing social issues nationwide.

It currently provides services in both consulting and business development.

1. Communication/Branding (Sustainable + Field Perspective)
2. Product/Business Development/Platform Development (e.g., service development centered on Diversity & Inclusion)
3. "Problem Discovery"-Oriented Talent Development Program