BLUE PLAYER

Heatstroke Prevention Campaign

A community-driven digital signage ad campaign featuring locals calling attention to both their passions and heatstroke prevention. Around Mikan Shimokita, Pocari Sweat was distributed while inviting participants to appear in the ad. The following week, their portraits were displayed on station screens—an experimental approach to local engagement.

Issue

Promoting Proper Heatstroke Prevention

Preventing heatstroke requires awareness and daily precautions. The best way to encourage people to take action is through familiar faces in familiar places. This led to a community-participatory advertising strategy, leveraging local voices to spread the message effectively.

Creation

Locals Featured in Station Signage Ads

While distributing Pocari Sweat, we approached Shimokitazawa’s diverse workers to take part in the campaign. Their portraits were captured and turned into station ads displayed the following week. Participants included actors, security guards, engineers, retail workers, high school students, photographers, and local media editors—each sharing their passion for their work while raising heatstroke awareness.