Exploring Possibilities Beyond "What We Can't Understand" with Students

The exhibition "Because We Can't Understand Each Other" was held at Ad Museum Tokyo from Wednesday, June 25 to Saturday, August 30. Through various advertising examples, the exhibition explored gender-related issues and the potential for communication beyond "not understanding each other."

On Wednesday, July 30, the dentsu Japan DEI Office held a workshop utilizing this exhibition as part of Ochanomizu University's "Summer Program." The workshop included lectures and activities on gender issues. This article reports on the event.

Using the exhibition as a hook to make gender issues personal

The workshop aimed not only for participating students to gain insights from viewing the exhibition but also to consider actions they could take and ideas for solving gender issues. The workshop was divided into two parts: the first involved viewing the "We Can't Understand Each Other, Precisely Because..." exhibition, and the second had participants split into groups to complete two tasks.

Approximately 60 participants took part, including international students from various countries and regions enrolled in the summer program, students from Ochanomizu University, and students from its affiliated high school. Several male students also participated, creating a diverse group. All lectures and communication were conducted in English.

Japan's Gender Gap Revealed Through Exhibition Works

The first half of the workshop involved viewing the special exhibition at Ad Museum Tokyo. Instructor Tomoko Kanesaki (Creative Director, Dentsu Inc.) began by discussing the reality that Japan ranks 118th out of 146 countries in the Gender Gap Index (2024 World Economic Forum findings). She also spoke about the branding work undertaken by dentsu Japan and how branding can sometimes contribute to the creation of stereotypes. Additionally, Sayo Akadagawa (Copywriter, Dentsu Inc.), who was involved in creating this exhibition, explained the background behind the special exhibition.

 

Afterwards, participants split into four groups to tour the exhibition. For two selected works from the many on display, multiple staff members from dentsu Japan with extensive experience in gender issues and creative production collaborated to explain the advertising works in English.

Visualizing "Gender Discomfort" in the Workplace

The exhibition featured works organized around themes such as "Try Something New," "Speak Up," and "Think with Data." Alongside corporate ads advocating for gender equality, it showcased diverse domestic and international initiatives addressing various issues like biases around "femininity," sexual violence, and misconceptions about menstruation.

One exhibit highlighted in the workshop was a corporate ad by Indeed Japan, which operates a job search site. This ad displayed the results of their "Gender Gap Awareness Survey" as a graphic advertisement in major business district stations, accompanied by the copy "Is this really okay?". After the explanation, students asked questions about the ad's details and the company's follow-up initiatives after its launch.

This ad was created as the first installment of the "Hello, New Rules!" campaign, aimed at resolving gender issues in the workplace and job search. The survey revealed that while over 60% of respondents believed closing the gender gap was desirable, fewer than 20% considered it a personally relevant issue.

Why Are There Few Women at the University of Tokyo? Students' Real Voices on Posters

The second example is a poster displayed on the University of Tokyo campus asking, "Why are there so few women at the University of Tokyo?" The background and intent behind creating this poster, which visualizes the causes of the low female representation and raises the issue, were explained.

The poster was created based on responses from a survey of University of Tokyo students and researchers about words directed at them based on gender. Because the content is sensitive, the responses are visible only when the poster is flipped open.

After the explanation, when dentsu Japan staff asked students for their impressions, students from diverse countries like Italy and Australia shared insights about their own university experiences. Both Japanese students and international students were seen engaging deeply, treating the topic as personally relevant.

An opportunity to understand gender issues from diverse perspectives

The exhibition also featured interactive installations like the "Think from the Data" seesaw, allowing visitors to physically experience societal imbalances, and the "Ask the Question" table, where answering diverse questions revealed differences in responses. Some students actively engaged with these hands-on experiences.

Conducting a workshop to develop concrete ideas inspired by insights from the exhibition

The latter half of the event moved to the Shiodome office of dentsu Japan for a workshop. Groups worked together to consider concrete actions and ideas they could implement, building on insights gained from the exhibition.

What can we do precisely because we can't understand each other?

The first workshop task was to fill in the blank in the phrase "Because we cannot understand each other, we should ○○."

Students offered various suggestions, such as "create an environment where it's easy to talk" and "not just accept what others say or do, but also consider their background." Other positive ideas included "enjoying our differences."
 

How can we talk openly about menstruation?

Next, we conducted a workshop to brainstorm ideas for talking openly about menstruation. Before the workshop, dentsu Japan members shared examples of advertisements and communication tools that addressed menstruation as a theme, providing discussion prompts.

During the workshop, some groups started by sharing personal experiences, such as their thoughts on talking openly about menstruation, rather than jumping straight into brainstorming ideas. Because students from diverse backgrounds participated, differences emerged in their perspectives and challenges regarding menstruation, such as whether they felt comfortable discussing the topic openly with men.

After the workshop, each group presented their ideas. Many groups emphasized the importance of "sex education in schools" and "efforts to ensure men also have accurate information."

Finally, a member of dentsu Japan addressed the students: "It was impressive to see you discuss ideas without dismissing differing opinions, using those perspectives to build better solutions. Your ideas and your approach to gender issues were truly inspiring," concluding the workshop.

[After the Workshop]

・Professor Carol Miles, Ochanomizu University
This year's Ochanomizu University Summer Program covered a wide range of themes including gender and diversity. It was highly meaningful to witness firsthand how the advertising industry is tackling these challenges. The exhibition themed "Precisely Because We Cannot Fully Understand Each Other" and the workshop on menstruation provided a valuable opportunity to consider how to engage with others more tolerantly in our increasingly diverse modern society.

Ms. Tomoko Kanesaki, Creative Director, Dentsu Inc.
Nothing illustrates the divide between "understanding" and "not understanding" more clearly than menstruation. Yet, the pain is universal, transcending borders. Can we make the incomprehensible comprehensible? That is our fundamental question (from fresh Cannes returnees to members involved in PR, marketing, and menstrual projects). This summer, to enrich the experience at Dentsu Inc., we brought together Ms. Hanzawa from the DEI Office and our collective professional intelligence and skills. Witnessing the students' passion and their belief that "the world can be better" gave us the courage to confront this vital theme. As we were leaving, one participant told us, "I came because last year's participants insisted it was an amazing experience. I'm so glad I came." We felt immense pride in our Dentsu Inc. colleagues and became convinced that sustaining this collaboration is a crucial step toward Global Presence Up.

For more on dentsu Japan's DEI initiatives, please visit:
https://www.japan.dentsu.com/jp/deandi/

【Contact】
dj-dei-office@dentsu.co.jp