Overview

In 2008, when Japan hosted the G8 Summit (Hokkaido Toyako Summit), Hidetoshi Nakata, who had traveled to approximately 70 countries and 150 cities, launched the “+1” (Plus One) campaign on the theme of “one thing you can do” to address international issues such as the environment and poverty. Centered around two projects: the “+1 FOOTBALL MATCH,” a soccer game using the world’s common language, and the “+1 TANZAKU,” where people declared “one thing they can do” in their daily lives, inspired by Tanabata (Star Festival) paper strips, the campaign aimed to raise awareness and provide “opportunities for each individual to take action” on various issues facing modern society.

URL: www.takeactionfoundation.net/pdf/activetyreport.pdf

Activities

SUNNY SIDE UP was responsible for promoting the entire project, including planning, sales to sponsoring companies, organizing and managing the “TAKE ACTION 2008 Executive Committee,” liaising with support organizations, planning, producing, and managing the football match, and conducting PR and promotional activities. To promote awareness for the enlightenment activities, we focused on increasing recognition of the project and its purpose, securing exposure in over 2,000 media outlets.
* Please refer to the active report above for activity details and results.

● Steps of activity

1. Resonating with Nakata’s desire to “start something now” after traveling the world and witnessing firsthand the problems facing the planet.
2. Creating a framework for the campaign, soliciting supporters and sponsors, and moving towards the realization of each project, while also planning communication strategies including websites, mobile, and publicity.

3. Communicating Nakata’s thoughts through news programs and feature articles in newspapers and magazines, while also increasing the project’s recognition and generating buzz.

4. At the time of the “+1 FOOTBALL MATCH,” Nakata himself appeared at press conferences and on television programs, sending a strong message through influential media exposure.

5. The “+1 FOOTBALL MATCH” (June 2008), held at Nissan Stadium in Yokohama with world-renowned star players, welcomed a large crowd of over 63,000 people, marking a significant step in the campaign.

6. “+1 TANZAKU,” which used “Tanabata paper strips,” one of Japan’s traditional cultures, as a motif to declare “one thing you can do” for the future of the planet and gather supporters. The 18,769 TANZAKU collected here were delivered to the Toyako Summit venue.