Call for Youth-Led Consumer Trouble Awareness Campaigns in Tokyo

Tokyo's Initiative to Combat Consumer Troubles Among Youth

In an effort to curb the growing issue of consumer troubles among young adults, the Tokyo Metropolitan Government has launched its annual program, 'STOP! Youth Consumer Trouble CM Scenario and Video Contest.' This initiative encourages young people to take a proactive role in discussing consumer issues and developing creative solutions to prevent falling victim to scams.

Background

The context for this initiative stems from a significant change observed since the legal adulthood age was lowered in April 2022. With the new regulations, individuals aged 18 and 19 have become prime targets for fraudulent schemes, necessitating enhanced consumer education and preventative measures. The government has recognized the vulnerability of high school seniors reaching adulthood and aims to bolster collaborations with schools to foster consumer education.

Contest Details

The contest is open for submissions from June 2 to October 17. Participants must be residents, students, or workers in Tokyo, aged 13 to 29 years old. The contest welcomes both individuals and groups, emphasizing inclusivity in participation.

To enter, contestants must submit their scenarios and videos via a dedicated online form. The submissions should carry a message aimed at preventing consumer victimization while also directing viewers to the Tokyo Consumer Affairs Centre for further information.

Last year, the contest received an impressive 7,973 submissions, highlighting the youth's desire to engage in meaningful consumer advocacy.

Evaluation and Prizes

The judging process will take place between November and December, featuring prominent judges including celebrities and professionals in the consumer rights field. The evaluation will culminate in the awarding of three Excellence Awards and 12 Honorable Mentions. The winning submissions will serve as the foundation for producing promotional CM videos.

Promotion and Impact

Following the announcement of winners, the three top entries will be transformed into professionally produced CM videos with promotional campaigns rolling out from December to March. These efforts aim to amplify the reach of the messages created by the youth, further enhancing consumer awareness across Tokyo. During the previous contest year, the total views on CM videos reached approximately 465,000, demonstrating the impact of the program on the community.

The Tokyo Metropolitan Government continues to emphasize the importance of consumer education and protection for its younger population, thereby solidifying its commitment to safeguarding the interests of vulnerable groups in society. For further details, interested individuals can visit the special contest website and the Tokyo Living Portal for additional resources.

Contact Information

For any inquiries related to the contest, participants can reach out to the Tokyo Consumer Affairs Centre's Activity Promotion Division at 03-6228-1331.

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This initiative not only seeks to empower young people but also serves as a reminder of the vital role they play in fostering a safer consumer environment in Tokyo.