Japan Preliminary for Young Lotus 2012 Workshop
ClientNew Smoking Control Organization of Japan (NSCOJ)*NSCOJ is a virtual organization created for this brief only.
Aim of Brief
Smoking has been on the decline in Japan, with the rate of smoking for males
dropping from a peak of 83.7% in 1966 to as low as 36.6% in 2010. Various
anti-smoking initiatives from a multitude of- approaches have had some effect, but
the rate is still high compared with that of other developed countries. (In 2008,Japan’s smoking rate was 39.5% compared with rates of 22.3% for the US, 22.0% for
the UK and 20.1% for Canada.)
Smokers are well aware of the harmful effects of tobacco use, but do not take anyaction. They are aware of the advertising and public relations efforts to date, but
appear to be ignoring them. Our task is to develop novel idea, a solution that will
shake up their perceptions to the core and turn them on to the idea of actually doing
something about quitting.
Note:
NSCOJ believes that emotive appeals to health risks provoke smoker hostility and arecounterproductive, so these should be avoided by all means.
Proposition
Quit smoking
The Target
Adult smokers (mainly aged 20—59)
Note:－ To ensure results, you may submit ideas for a particular target
Facts to Consider
Social initiatives for reducing smoking－ To prevent smoking-related illnesses, international initiatives led by the World
Health Organization are underway, strengthening restrictions on when cigarette ads
may be shown on TV restrictions on cigarette advertising in sports.
－ The Health Promotion Law, which went into effect on August 2, 2002, incorporates
prevention of passive smoking and clearly mandates measures for separatingsmokers and non-smokers. Airlines have become completely smoke-free, and railway
and other public transport operators are working to reduce smoking by, for instance,
restricting smoking to a specific carriages.
－ Some smokers on international and other long-haul flights of 10 hours or more had
been found smoking surreptitiously in toilets, but passengers caught smoking inaircraft are now fined several hundreds of thousands of yen (US$10,000s) andcharged for the cost of their flight’s return to its point of origin.
－ To prevent smoking by minors, cigarette vending machines able to recognize
adults started rolling out nationwide in March 2008, and;－ To recognize adults, Tobacco Institute of Japan issued IC chip-embedded “Taspo”
cards with users’ names, member numbers and photos are now required.

－ The number of smokers now stands at 20.66 million males and 6.84 million
females, or 500,000 fewer male but 170,000 more female smokers than the previousyear.
Judging Criteria
What we are looking for:－ Good ideas rather than good executions. Good ideas are original, and can speakfor themselves.
－ Integrated communication based on your core idea. Ideas need to match
appropriate media in an integrated manner.
Useful Links
http://www.mhlw.go.jp/topics/tobacco/main.html
Ministry of Health, Labour and Welfare
http://www.health-net.or.jp/tobacco/product/pd090000.html
Japan Health Promotion and Fitness Foundation
Deliverables, Terms, and Conditions－ One summary sheet in English of your core idea and executions making use of atleast three media channels.
－ All elements must be included on one page. The printed-out size must be B4landscape.
－ All entries must be submitted in a single-paged JPG format (file size less than 2MB),
and must be able to be viewed on a Windows PC.
－ Entrants can enter only once, with one idea.
－ Entrants must not use copyrighted materials such as music and celebrities as partof their idea.
－ Sponsorship by Getty Images JapanAll entrants are free to use images provided by Getty Images, though this is notcompulsory. For those who wish to make use of these images, see attacheddocument in Japanese for instructions.
－ Entrants must not use copyrighted materials such as music and celebrities as partof their idea.
－ Entrants must be born after December 31, 1981.
－ All work must be submitted by e-mail to: younglotus2012@ad-zenkoren.org－ Entries will not be returned. All rights reserved by Japan Advertising Federation.
Deadline－ 5:00pm, Monday, January 23, 2012
Announcement of results
The winning team will be announced at the Pre-AdFest event. All entries will be
displayed at the venue.
‘Pre-AdFest’
Date: Thursday, February 2nd, 2012
Time: 19：00 - 21：00
Place: 11th Floor, Asatsu-DK
1-13-1, Tsukiji, Chuo-ku, TokyoAdmission: Free