VCU Brandcenter

Still For Japan: The World Awaits Japan's Sunrise

July 12, 2011

CREATIVITY ONLINE

July 11th, 2011

Four months on, remembering Japan.

STILLforJAPAN, a global initiative of remembrance to mark the four-month anniversary of the earthquake and tsunami in Japan, launches today with a digital billboard going live in Times Square at 1pm.

The billboard, which will be updated with messages and visuals once every hour, directs people to observe a 'moment of stillness' on a specially designed website, which visitors can fully view only if they remain still for a full minute.

Clear Channel Radio's New York division will donate production time and station air time for a 30-second spot that will focus on the anniversary, while a TV spot (as shown here) and social media will also direct traffic to the website.

The first goal of the campaign is to reach 180,000 minutes of 'stillness', one minute for every death, injured, missing, orphaned, homeless and radiation victim directly impacted in Japan. The second goal is to reach 1,031,704 minutes, the number of people in Sendai Prefecture.

Kaede Seville, a New York-based reporter for Japanese publications, is spearheading the initiative and it includes a collaboration of services donated by the VCU Brandcenter, PR firm DiGennaro Communications, McKinney, Clear Channel Spectacolor, Clear Channel Radio New York, and Matt Miller, chief executive of the Association of Independent Commercial Producers.

A TV commercial for showing in Japan was produced by Mirada/Motion Theory of Los Angeles with original music by Michael Montes of Sacred Noise in New York.