Promoting and raising awareness of the "Positive Off" campaign.
Social Issues
- DECENT WORK AND
ECONOMIC GROWTH
Issue
The societal atmosphere in Japan that makes it difficult to take long vacations.
Japan, a nation renowned for its unparalleled work ethic, faces a significant challenge: the societal mindset and infrastructure necessary to embrace vacations as a positive and proactive experience have not yet taken root. As a result, people often take time off only out of necessity, rather than to enjoy or make the most of their personal time.
Approach
Creating a strategy aimed at corporate leadership to foster the natural expansion of supporting organizations.
Targeting executives in the Kanto, Kansai, and Chubu regions, which encompass 80% of listed companies, we categorized potential supporters into three groups: “project-affiliated companies,” “businesses actively communicating social responsibility,” and “companies sharing project-related insights.” This balanced approach enabled the initiative to expand organically.