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