2015 APRU-IRIDeS Summer School Program

A Case Studyof
KAKEAGARE! Japan&Dentsu’s DRR Related BusinessJul. 2015Dentsu, Inc.

anadvertising companyBusiness Lineup
Marketing Design
Communication Design
Creative Sphere
Promotions
Digital/Social Media
Data Solutions
Media Content
Social Solutions
Knowledge and InsightContinuing ProjectProject Outline
July 2015 “KAKEAGARE! Japan” Planning Council
Tohoku University International Research Institute for Disaster Science (IRIDeS), Kahoku Shimpo Publishing Co., Dentsu Inc., Dentsu East Japan Inc.

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カケアガレ！（KAKEAGARE!）
meansrun up! to a higher ground4

What is KAKEAGARE! ?

This project was launched in September 2012 in theaftermath of the Great East Japan Earthquake and tsunamithat caused a tremendous loss of life and property.
The aim of this project is, to use the experience and lessons
learned from this major disaster and develop a program oftsunami evacuation drills, and to create “a culture ofevacuation” that can be practiced habitually.

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KAKEAGARE!’s objectives

1. Resolution of the issues faced by areas regarding tsunami
evacuation (creating evacuation rules unique to each area).
2. Development of an ongoing tsunami evacuation drill program tobe carried out on a regular basis.
3. Promotion and spread of the practice of tsunami evacuation drill
programs, for locations in Japan and around the world, where major
tsunamis are projected.
We want to establish “Tohoku-originated tsunami disasterprevention actions” through the realization of these aims.
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What KAKEAGARE! offers“Variable Drill Programs” for Tsunami Evacuation(The Development of Drill Programs Suited to Local Characteristics)

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What KAKEAGARE! offers

Variable drill programs are being proposed, that local residents canfreely select and combine to meet the evacuation issues they face, due
to the characteristics of their area, such as terrain, population, andlocation of residential districts.
Our objectives are to foster culture of evacuation.

8Implementation System

Local governments and communities
Governments, neighborhood community associations, local autonomous
disaster prevention organizations, fire brigades, women’s fire prevention clubs,
NPOs and civic groups, boards of education, elementary and junior high schools,
police, fire departments, etc.

Coordination/Support“Kakeagare! Japan” Planning Council

Kahoku Shimpo Publishing Co., Local Newspaper Companies
Local area interaction using newspaper publishing networks, liaison with local governing
bodies, civic groups, etc., and coordinator for local companies, NPOs, civic groups, etc.

Coordination

Tohoku University IRIDeS

Dentsu Group(International Research Institute for Disaster Science)

Matching, coordination of companies, NPOs, etc., citizenparticipatory content development, advertising, PR materials, etc.,
utilizing the network of the Dentsu Group.

Provides drill supervision, verification, surveys, advice for plan drafting,etc. based on scientific knowledge.

9Case 01 | Iwanuma, Miyagi Pref. (Sep.1,2012)• Located on the Sendai plain, where there is no high ground and no tall buildings exist.
• The only elevated ground is a highway, the Sendai-Tobu Road. This was chosen as theevacuation site, and a drill was carried out to escape up to the roadway using stairs built after
the earthquake.
• After the drill was over, a disaster prevention event was held at a junior high school
gymnasium, and the Self-Defense Forces cooked rice for the public.
• The area rule to “run up to the highway” gained widespread attention and was reported bynewspapers and TV news programs nationwide.

 No. of participants: 1,450(approx. 30% of target residents)
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Case 02 | Yamamoto, Miyagi Pref. (Aug.31,2013)• The area is located on the Sendai plain, where there is no high ground and no tall buildings
exist, requiring evacuation over a distance of several kilometers.
• A drill based on evacuation by car was carried out. (Those involved in recovery andreconstruction work also participated.)• After the drill was over, a disaster prevention event was held at a junior high school
gymnasium, and a civic group exhibited a disaster prevention booth.
• The local “car evacuation” rule gained widespread attention and was reported in newspapers
and on TV nationwide.

 No. of participants: approx. 3,000 (600 cars)
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Training Topics in Tsunami Evacuation“KAKEAGARE! JAPAN” provides various drill programs,that can be “selected and combined”
by local governments and communities
according to local characteristics.
• Training topics related to tsunami evacuation were determined, basedon interviews with people in the local governments of all affected
coastal areas in Miyagi prefecture. They were also based on the Miyagi
prefectural draft guidelines for tsunami measures, the Kahoku Shimpo’s
traveling workshop “Musubi Juku,” etc..
• The development and evaluation of the drill program will be carriedout for each training topic, through tsunami evacuation drills,workshops, etc..
12Training Topics in Tsunami Evacuation

Topic A. By Evacuee/Method/Location/TimeTopic B. Methods to Encourage Participation: Events

Topic D. Information Transmission and Collection

1. Persons needing assistance to evacuate

13. Create festival—incorporate into regulararea event

21. Transmit information—training to reach outto people

2. Students/children (on way to/from school)

14. Create school event—strengthen ties
between school and community

22. Gather information—training throughdisaster prevention apps

3. Tourists, foreigners, etc.

15. Create entertainment—Make into fun eventor game
Topic E. Evacuation Site

4. Persons with pets
5. Company/business site (BCP)

Topic C. Methods to Encourage Participation:
Community Training

23. Evacuation center—training to set up acenter and receive evacuees

6. Isolated community (remote island, etc.)

16. Raise awareness of evacuation—hand downfrom generation to generation

24. Check on safety—evacuee list (use of media)

7. By Car

17. Raise awareness of evacuation—travelingworkshop

25. Check on safety—Disaster massage board,etc.

8. By Other vehicle (wagon, cart, etc.)

18. Adapting to the “unforeseen”—in-situ
evacuation drill

9. Tsunami evacuation tower, etc.

19. Train people—community disasterprevention leaders

Topic F. Checklist

10. High ground substitute (highway, etc.)

20. Train people—evacuees to take initiative

26. for drill organizers

11. Nighttime drill, etc.

27. for drill participants

12. Evacuation with snow on ground, etc.

13Please contact us!

http://kakeagare.jp

14Developing Project

Add peace to ordinary life !

plus SONAE（means “add preparation”）

We start a new disasterrisk reduction project.

16Dentsu organizes a special project to reinforce disaster risk reduction
from an ordinary citizens’ stand point.
＜plus SONAE Project＞― To add “awareness of preparation” into ordinary life ―to contribute to a resilient and peaceful society

Jun.1,2015

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plus SONAE Project

The concept of＜plus SONAE＞is;To add “awareness of preparation” into ordinary life

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plus SONAE Project

The concept of＜plus SONAE＞is;To add “awareness of preparation” into ordinary life
◆ Objective
To contribute to a resilient and peaceful society, by popularizing
preparation for natural disasters and by creating and expanding
disaster risk reduction business.
◆ Activities
・Study and analyze, and develop solutions to disaster risk reduction.
・Provide services to customers in disaster risk reduction business.
Consultations from an ordinary citizens’ stand point, Product development,Business development, Project management, Communication planning, etc.

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Thank you for your attention.