Campaign delivers 'Thank you' from Japan earthquake survivors to Taiwan people

One year after the earthquake and tsunami in Japan, the Interchange Association of Japan is running a month-long campaign in Taiwan to let Japanese earthquake survivors show their appreciation for the Taiwanese public for its generosity during the crisis.

whatsapp 0 whatsapp 0 Facebook 0 Tweet 0 linkedin 0

Taiwan last year provided more than US$200 million (NT$6 billion) in combined government and public aid to victims of the disaster, the highest amount in the world. In addition, the Taiwan government assisted more than 1,000 Japan residents in relocating to Taiwan amid the nuclear emergency.

Dentsu Kuohua, which won the creative pitch for this "I am OK. Thank you, Taiwan" campaign in January, created a nationwide print ad and TVC campaign featuring the a captain of a fishing boat, a student, a carpenter, and a mom and her baby, which was born on 11 March. Media Palette is handling media duties.

In one print ad, the 58-year-old sea captain talks about how the earthquake destroyed not only his boat but also his spirit. "But the warm sympathy from Taiwan has pulled me up again and helped me to regain my bearing in life," he says. "Thanks, Taiwan, for helping me."

"This is the warmest, powerful message, come across touch Taiwanese people’s hearts," said Sean Chang (張景星), president of Dentsu Kuohua. “Taiwanese never care about what you give us in return. We would treat our family like that when it comes to this sort of situation. We want to make sure you are ok. Just tell us you are good, even though we know life won’t be the same like before the earthquake."

The Japanese Government held a flower offering ceremony in Tokyo on 11 March this year, but ambassadors from Taiwan were not invited because the nations do not have a formal diplomatic relationship. Chang said that makes the month-long campaign's message even more important.The campaign has been out for a week and has been getting attention and pass-along interest, he added.