Untangle FukushimaCommunication strategy
P8525: Strategic CommunicationsYuhei Suzuki, HPM, October 16, 2013
VISION: The Most Popular Foreign
Travel Site
DRIVING FORCE: Advocacy & Activism
1. Reducing Stigma or Negative Impressions on Quality of Health in Fukushima
2. Presenting Sincere and Appropriate Efforts to Deal with the Accident on Fukushima 1st Nuclear Power Plant
3. Showing Diverse and Attractive Aspects in Fukushima other than ‘Nuclear Disaster’ Issue
OBJECTIVES
Objective #1: Reducing Stigma or Negative Impressions on Quality of Health in Fukushima
1. Promote health of children2. Aggregate and disseminate
scientific evidences3. Provide the public with accurate
knowledge on health
STRATEGIES
Objective #2: Presenting Sincere and Appropriate Efforts to Deal with the Accident on Fukushima 1st Nuclear Power Plant (F1)
1. Promote information disclosure2. Assess environmental risks 3. Support workers at F1
STRATEGIES
Objective #3: Showing Diverse and Attractive Aspects in Fukushima other than ‘Nuclear’ Issue
1. Promote tourism to Fukushima in habitable areas (distant from F1)
2. Develop and conduct a “Dark Tourism” in an inhabitable ‘Zone’ within 20km from F1
STRATEGIES
Objective #1: Reducing Stigma or Negative Impressions on Quality of Health in Fukushima
Strategy #1: Promote health of children
Tactics:• Promote and increase opportunities for
children to do physical activities in areas of lower radiation-level
• Continue regular health check and screening for thyroid cancer and provide follow-up support
Objective #1: Reducing Stigma or Negative Impressions on Quality of Health in Fukushima
Strategy #2: Aggregate and disseminate scientific evidences
Tactics:• Evaluate large-scale screening program for radiation
exposure on people in Fukushima• Evaluate health effects of other factors than radiation
(e.g. social & economic determinants, daily behaviors)
• Compare health status of those in Fukushima and with those in other prefectures, and the Chernobyl case
Objective #1: Reducing Stigma or Negative Impressions on Quality of Health in Fukushima
Strategy #3: Provide the public with accurate knowledge on health
Tactics:• Provide teaching programs for school
children about radiation and health• Educate parents, especially mothers
about radiation effects on health and how to deal with it in daily life
Objective #2: Presenting Sincere and Appropriate Efforts to Deal with the Accident on Fukushima 1st
Nuclear Power Plant (F1)
Strategy #1: Promote information disclosure
Tactics:• Monitor polluted water diffusion process, and
facilitate public discourse between Tokyo Electricity Power Company (TEPCO) between fishermen
• Monitor and analyze open public data/news request disclosure if there are missing important information
• Translate and disseminate latest information in English
Objective #2: Presenting Sincere and Appropriate Efforts to Deal with the Accident on Fukushima 1st
Nuclear Power Plant (F1)
Strategy #2: Assess environmental risks
Tactics:• Estimate the impact of polluted water
diffusion to the sea• Monitor and update decrease process in
radiation level according to decontamination and natural half-life
• Translate and disseminate latest information in English
Objective #2: Presenting Sincere and Appropriate Efforts to Deal with the Accident on Fukushima 1st
Nuclear Power Plant (F1)
Strategy #3: Support workers at F1
Tactics:• Create private fund to support workers at
F1, given to and contracted with TEPCO for the usage of physical and mental health care and recruitment of workers
• Collect narratives of experience by workers at F1 and introduce it through media (website, novels, comics etc.)
Objective #3: Showing Diverse and Attractive Aspects in Fukushima other than ‘Nuclear’ Issue
Strategy #1: Promote tourism to Fukushima in habitable areas (distant from F1)
Tactics:• Brand Fukushima as a front runner of creating
well-being society through appealing quality and safety of food, place, and services
• Invite bloggers, writers and media to tour in Fukushima
Objective #3: Showing Diverse and Attractive Aspects in Fukushima other than ‘Nuclear’ Issue
Strategy #2: Develop and conduct a “Dark Tourism” in the inhabitable ‘Zone’ within 20km from F1
Tactics:• Provide tours to the “zone” nearest F1• Have original residents in the “zone” tell visitors
narratives of their own life-history and experience after the disaster
• Provide information on the latest update of radiation level and health risks of staying around the “zone”
Communications Brief
CRUNCH:
How can a network of civil activists and local residents develop
positive impressions on Fukushima by foreigners in spite of a
population that feels, because of lack of information, Fukushima is a
dangerous and unrecoverable area?
Communications Brief
COMMUNICATIONS OBJECTIVE:
Eliminate stigma and make positive impressions with
Fukushima on foreign people
Communications Brief
TARGET AUDIENCE:
Primary: Those who like or are interested in Japan, but have
anxiety about safety in Fukushima
Secondary: Influencers or media those who can broadcast
situations and stories in Fukushima to the world
Communications Brief
KEY BENEFIT:
Safety, Compassion and Satisfaction
Communications Brief
BREAKTHROUGH:
There are still large safer areas, and real, moderate daily lives of local residents that foreign visitors can
see and experience, even after the severe unprecedented nuclear
disaster.
Communications Brief
BRAND PERSONALITY:
Non-judgmental/sensational, sincere, and future-oriented
Communications Brief
SUPPORT:
Commitment to development and dissemination of evidences and
narratives