Tokyo Metropolitan Government: Agile communication for COVID-19 prevention

The Tokyo Metropolitan Government developed an agile communication model to drive behaviour change among residents and thereby reduce fatalities.

Campaign details

Brand: Tokyo Metropolitan GovernmentBrand owner: Tokyo Metropolitan GovernmentLead agency: I&S BBDOContributing agency: SWIFT Inc.Market: JapanSector: Public healthMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, TelevisionBudget: 3 - 5 million

Executive summary

This case presents a successful series of communications for COVID-19 prevention, as a model for agile strategy.

With the goal of protecting the lives of Tokyo residents from the COVID-19 pandemic, the Tokyo Metropolitan Government devised an agile communication model that was leveraged to drive behaviour change among residents to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands