The “Enjoy TASUKEAI” campaign  

Social capital, meaning the institutions and norms in social relationships that shape the quality and quantity of social interactions1, has proven an important characteristic in helping communities in all phases of disaster management. 

In this regard, Kokumin Kyosai Co-op initiated an advocacy campaign to encourage people to recognise the necessity of mutual help in society. The situation surrounding modern citizens has been more and more harsh with the accompanying economic slowdown and uncertainty and instability on various aspects, in the period of which, mutual help and support among people must become more important. As a cooperative entity, Kokumin Kyosai Co-op launched a campaign called “Enjoy TASUKEAI” (Tasukeai means “Mutual help”) to encourage people to try helping others such as their neighbors, colleagues and sometime even strangers. The organisation held a special discussion event involving young people; launched large-scale advocacy advertisements in public spaces and on the internet; and distributed leaflets which included tips and real experience stories related to mutual help collected from members.