A campaign book tackling the aging population crisis in Japan, focused on creating change in policies and attitudes towards foreign immigrants joining the country’s shrinking labor force.
Renew Japan: Campaign Book
Project
Design a complete campaign for a social issue affecting the world. The campaign includes a poster series, website, and two 3D installations. All components of the campaign including logo, tagline, brand elements, and strategy documents are pulled together in a campaign book and final presentation.
Personal Inspiration
It was unsettling to me that the only solution people seemed to offer for Japan’s aging crisis was to guilt reluctant people into marital statuses or sexual relationships, especially with misogyny and sexual harassment so prevalent in the country. As a Japanese American, I see the benefits and beauty of immigration, and hope more people of Japan can begin seeing it, too.
Logo
Color Palette
Poster Series
The three poster series aims to highlight a significant statistic about the aging crisis and connect the idea of foreign immigrants as the solution to the issue.
Target Audience
This campaign is primarily targeted towards the Gen-Z and Millenial generations of Japan. This demographic is economically conservative, stability-oriented, and less likely to have heterosexual experiences. Surveys show that 10% of Japanese adults in their 30s remain a virgin and lack heterosexual experiences, compared to 1-5% in the UK, US, and Australia. This demographic may be more motivated in finding a solution to Japan’s aging population that does not deal with marriage or conceiving. This generation also tends to be more open-minded to foreigners compared to older generations because of the increasing globalization and foreign population in the country.
The secondary targeted audience is the foreign population that may be visiting or living in Japan. The campaign visuals use both Japanese and English texts to target the two audiences. Foreigners and immigrants engaging with the campaign may feel seen, welcomed, and encouraged to stay in Japan for longer-term.
Origami Installation
The crane sculptures serve to show the beauty of multiculturalism in an installation that shall be placed in and around Foreign Embassy or Consulate buildings. The crane designs have a Japanese textile pattern that is patched with textile patterns from other countries. The origami cranes were chosen as an iconic, easily-identifiable Japanese symbol that communicates the concept of the campaign to continue appreciating and uplifting Japanese culture while welcoming more foreigners.
