Run Toward Noto's Future—Turning the "Noto Railway Journey" into a Commercial. Advertising Elementary School Holds Special Class in Disaster-Affected Anamizu Town
Dentsu Inc.'s social contribution initiative "Advertising Elementary School," which aims to cultivate the communication skills of the next generation through commercial production, held a special class in Anamizu Town, Ishikawa Prefecture, a community advancing its recovery from the Noto Peninsula Earthquake.
This program aims to nurture children's ability to communicate, express themselves, and create as a team by having them experience the actual process of making commercials. Since 2006, it has been experienced by over 67,000 children from approximately 530 schools nationwide. Thirty-nine second-year students from Anamizu Junior High School, located in an area severely affected by the Noto Peninsula Earthquake that struck on New Year's Day 2024, participated in this session. Carrying hopes for recovery in their hearts, they challenged themselves to create a commercial themed around "A Journey on the Noto Railway."
The special lessons began with a remote session on Monday, June 30. Instructor Aki Kimura from Dentsu Inc. 1CR Planning Bureau taught the students about the perspectives and thinking necessary for creating commercials, focusing on the theme "What's important for conveying and getting your message across." On Friday, July 4, the students boarded the Noto Railway to research the attractions along its route. On Friday, July 11th, a special "Advertising Elementary School" class was held at Anamizu Junior High School.
On the day, instructors including Aki Kimura and Gen Tanaka from Dentsu Inc. 2CR Planning Bureau participated as lesson advisors. They taught students methods for generating ideas from diverse perspectives and hints for moving people's hearts through visuals.
Lecturer Kimura commented, "While the students were initially bewildered by creating commercials with no set answers, they seemed to awaken to the joy of free thinking." The process of incorporating diverse opinions to create new value, then converging that thinking, naturally taught them the "methods of thinking" professionals use in advertising.
Divided into ten groups, the students finally presented the appeal of "traveling on the Noto Railway" in the form of 30-second commercial skits. They richly expressed their chosen themes—ranging from nature and scenery seen from the train windows to human interactions and the various initiatives the Noto Railway is undertaking—creating captivating works that drew viewers in.
Mr. Tetsuo Miyagami of Noto Railway, who provided full cooperation for the special class, reflected: "I believe this was a significant step forward. It helped students realize that even after suffering a disaster, their hometown still holds countless charms, and it drew out their fresh sensibilities to convey those charms. It enabled the students themselves to create hope for Noto's future."
Moving forward, the students will further refine their concepts and stories. With full cooperation from Noto Railway, they will conduct full-scale filming on stationary trains, station platforms, and at their school. The completed 30-second movie is scheduled to air next year at "Yaesu Ishikawa Terrace," Ishikawa Prefecture's antenna shop in Tokyo.
The goal is not just an introductory video, but a 30-second commercial that moves viewers to think, "I want to ride the Noto Railway" or "I want to visit Noto." The challenge for these second-year junior high students continues, intertwined with the steps of recovery.
Additionally, a new educational program called "MinHapi," based on the expertise of the "Advertising Elementary School," has been developed. An experience session will be held on Monday, August 25th. Participants are currently being recruited.
*For details and registration for the "Min Hapi" trial session (closes when capacity is reached):
https://forms.cloud.microsoft/r/MKx2sn97f2
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