Changing the social climate through creative thinking

Creative techniques aren't solely for advertising expressions like mass media ads. Words, design, ways of thinking. Designing and realizing how to communicate. Applying these techniques across all aspects of management to drive business forward. Communicating accurately, of course, but also stirring hearts. Uniting everyone's feelings to set the direction forward.

This series introduces such creative examples, based on insights from those involved.

Part 2: #Imadeki. We spoke with Mamoru Takagi of Dentsu Inc . Kansai Branch CRD Bureau about the social contribution initiative #Imadeki. Under the slogan "There must be something we can do right now," over 80 companies and organizations joined forces during the COVID-19 pandemic.
　　　　　　　　　　　　　　　　　　　　　　　　　　　　

 

What is the Kansai-based initiative "#Imadeki"?

Launched in April 2020, #Imadeki was an initiative where over 80 partner companies, organizations, media outlets, and advertising agencies, primarily based in Kansai, united with the goal of "brightening the world during the COVID-19 pandemic, even just a little." It was likely the largest-scale voluntary initiative of its kind.

It began in mid-March, when the novel coronavirus was still poorly understood and anxiety was spreading worldwide. To avoid appearing insensitive, everyone held back from sending messages, creating a mood of restraint. Advertising campaigns were canceled one after another. We wanted to use the power of creativity to lift the gloomy atmosphere. While we were feeling frustrated, volunteers from the media division were thinking the same thing. We immediately joined forces and formed a team. I handled everything from overall creative planning to direction. I was also involved in communication design.

Dentsu Inc. CRD Bureau, Mamoru Takaki

 It all started with the "concept"

The concept behind "#Imadeki" is "Each person in society finding what they can do right now, given their current circumstances, and taking positive action." Though difficult days continue, pessimism won't improve the situation. We hoped this could be a catalyst for people to look forward, even just a little.

Reflecting on the pandemic situation, I realized anew that it's not advertising agencies or mass media that shape the world's atmosphere. It's the feelings of each and every person. Society is formed by people coming together. Therefore, the world's atmosphere is the collective sum of people's feelings. Conversely, if each person looks forward, even just a little, the world's atmosphere will change too. And then, people's feelings will brighten again. I hope such a virtuous cycle can be created.

It's a tough situation, but even small actions are fine. Do something for yourself. "I can't travel anymore. Well, then I'll try reading books I never had time for before." "I have to close my shop. That itself is very painful, but I'll use this time to think about new menu items." Seeing people striving like this gives others around them courage too, making them think, "I should try harder too." That's why, while partnering with large corporations and media, we aimed for grassroots activities. If we don't connect with each person's feelings, it becomes forced, and we were absolutely careful to avoid that at all costs.

Message visuals posted from the Twitter account

 Co-creation, not competition. The #Imadeki connection

Once the "#Imadeki" concept was set, we began searching for partners who would resonate with it and join our activities. We reached out broadly to media outlets we worked with—Kansai broadcasters, magazines, web media—as well as corporate clients and organizations. As a result, many partners came together. It was truly heartwarming that they supported us based solely on the concept, even before the specifics of the activities were finalized.

It was a connection based on the principle of "doing what we can now" to brighten the world, transcending barriers like client relationships or rivalry. Even the operational side saw six advertising agencies—normally fierce competitors—joining forces, engaging in positive discussions and co-creating plans together. It was a truly fresh experience.

Looking back, it seems like a remarkably forward-thinking arrangement. Leveraging each other's strengths to form organic connections, yet without coercion. It remained a purely voluntary initiative. Globally, "how to build co-creation relationships" is a key business theme for the future, and collaborations naturally emerged among the #Imadeki partner companies.

Official website (Left: At launch / Right: After the first state of emergency)

 Taking action ourselves to generate impact

The #Imadeki Executive Committee, formed by six advertising agencies, began its activities by communicating the #Imadeki concept. The fundamentals of advertising: first, get people to know about it. With tremendous cooperation from our partner media outlets based in Osaka, we released commercials and newspaper ads produced remotely. We were also fortunate to have a famous Kansai-born talent appear in them. Simultaneously, we launched an SNS account and official website. The official start was April 16, 2020 – less than a month after the team was formed! We managed to launch very quickly.

In the early days, team members spent hours discussing daily, and lengthy meetings between advertising agencies followed. Looking back, it's remarkable that everyone maintained that same level of passion. To inspire positive action in society, we had to act ourselves first. We were able to have constructive discussions to achieve that.

Our partners used the hashtag #ImaDeki to share ideas for enriching time at home, send positive messages, and launch numerous initiatives. Gradually, #ImaDeki began to gain traction in Kansai. More people started tweeting their own positive actions with "My #ImaDeki is..." Seeing these tweets inspired others to feel more positive too.

After the first state of emergency lifted, we elevated our activities from the "Awareness" phase to the "Implementation" phase. We aimed to support those impacted by the lockdown period. For example, we created initiatives to support high school students who couldn't participate in club activities. We produced videos spotlighting dance clubs and brass bands whose competitions and recitals were canceled. To boost tourism in Osaka, we also created panels that could be enjoyed while maintaining physical distance and provided them to shops.

Six advertising agencies managing the initiative proactively launched "#Imadeki" activities. We continued these efforts for over eight months until society transitioned to living with COVID-19. By the time the campaign paused at the end of December 2021, nearly 90,000 "#Imadeki" tweets had been generated, inspiring a vast number of people to take positive action.

Providing panels to Osaka restaurants that balance infection prevention and boosting tourism

 The "#ImaDeki" Needed for the Future

#Imadeki was an initiative conceived on the fly. A typical advertising campaign sets clear goals and builds plans backward from them. But during the pandemic, goal-setting was difficult, and people were feeling down even while we debated. We kept taking action, even if it was hasty, hoping to brighten someone's mood, even just a little. I believe it succeeded because everyone involved shared the same purpose.

Regardless of the pandemic, we live in a VUCA* era where goal-setting grows increasingly difficult. "Doing what we can, right now" will become ever more crucial. Of course, this can lead to failure, but without challenge, nothing is born. That, ultimately, is the greater risk. Even as the campaign ends, I hope the concept of "#Imadeki" remains universal and enduring.

※VUCA: An acronym for Volatility, Uncertainty, Complexity, and Ambiguity. A state where the future is unclear and difficult to predict.

 

Just as having many comrades gave me the courage to keep going with this activity, I want to continue challenging myself with each moment's "#Imadeki" as a creative professional, sharing the same aspirations with clients and other members. I want to execute boldly.

The "#Imadeki" initiative received the Special Award at the 64th Osaka Advertising Association Awards.

TVCM: Now is the Time "#Imadeki" Edition