Supporting Activities to Tackle International Educational Issues

Supporting UNESCO's World Terakoya Movement 'Kakisonji-Hagaki Project'

UNESCO's World Terakoya Movement, an effort to increase venues (terakoya) to acquire literacy, is sponsored by the National Federation of UNESCO Associations in Japan and has been going on for more than 25 years. In order to encourage people to relate more to kakisonji-hagaki (unusable prepaid postcards) and have fun gathering them, Dentsu has been using its ideas and communication skills to raise awareness for the activity. In addition to creating the activity's support character Kakisonjiro, which made its debut last year, Dentsu created the characters Harisonjiro for unused stamps and Tsukaisonjiro for unused prepaid cards. The three characters made their debut as Tansu Isan Sankyodai (three legacy brothers from the drawers) representing the “legacies" forgotten in household drawers. As a result of an online dance video depicting the three characters, donations of items other than postcards increased 54 times compared to the previous year.