The “Team Minus 6%” project was initiated as a key measure against global warming. The “Team Minus 6%” project was initiated as a key measure against global warming.

The "Team Minus 6%" project was initiated as a key measure against global warming.

Social Issues
  • CLIMATE ACTION

Issue

Despite the urgency of addressing global warming, public recognition of its importance remains limited.

In 2005, public awareness of global warming in Japan remained low. In response, the “Team Minus 6%” initiative was launched with then-Prime Minister Koizumi as the team leader, in collaboration with the Ministry of the Environment, the Cabinet Office, and advertising agencies. However, the initiative faced challenges in effectively raising public awareness.

Approach

Narrowing down over 300 proposed measures and refining their presentation.

Identifying “an overload of messages and information” as a major challenge, over 300 proposed measures were consolidated into six initiatives. The first of these, “Reduce Through Temperature Adjustment,” became widely known as the “Cool Biz” campaign.

Social Impact

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