JA Kyosai Launches New Campaign to Promote the Importance of Mutual Assistance

JA Kyosai Launches "Tasukeai Story" Campaign

Starting from May 20, 2024, JA Kyosai, led by Chairman Yoshihiko Murayama, is launching the "Tasukeai Story Submission Campaign". This initiative aims to collect touching stories of mutual assistance, which will be transformed into an animated series featuring beloved characters based on popular personalities, Minami Hamabe and Haruka Fukuhara. The series, titled "Tasukeai Story", is set to premiere with four episodes available by March 31, 2025, on the campaign's special website.

Purpose of the Campaign

JA Kyosai has always emphasized the spirit of mutual aid since its inception. The idea of "Tasukeai" (helping one another) is a fundamental principle that should be carried forward into the future. Notably, the year 2024 is recognized as the International Year of Cooperatives by the United Nations. In conjunction with JA Kyosai's 75th anniversary celebration next January, this campaign seeks to reinforce the importance and necessity of human connection and assistance amidst today's societal challenges. Through the "Tasukeai Story Submission Campaign", we aim to foster a better society by highlighting these essential values.

Campaign Details

- Submission Period: From May 20, 2024, 10:00 AM to October 31, 2024, 11:59 PM (JST).
- Campaign Website: Tasukeai Campaign Website (Launching on May 20, 2024, at 10:00 AM).
- How to Participate: Participants can submit their stories through the application form available on the campaign's special website. They can either write out their narratives or attach files containing their experiences of mutual assistance.
- Submission Guidelines: Stories must be personal accounts of mutual aid, adhering to a limit of 500 to 1,000 words.

Note: Selected stories will be showcased in the animated series. Even stories that do not make it into the animation may still be highlighted on the official campaign's SNS platforms.

Social Media Outreach

Official Social Media Accounts

To ensure broad recognition and to rally support around the idea of mutual assistance, the campaign will also establish official accounts on X (formerly Twitter) and Instagram.

- X Account: The animation production team will share insights and updates about the "Tasukeai Story". This includes information regarding the release of animations and behind-the-scenes glimpses of the production process.

- Account Name: Tasukeai Story Official
- Account ID: tasukeaistory

- Instagram Account: This account will focus on sharing submitted "Tasukeai" stories and related information that encapsulates the spirit of mutual aid, alongside the activities of the JA Kyosai Ambassadors, who promote regional contributions through various events.

- Account Name: JA Kyosai – Connecting Mutual Aid with the Future
- Account ID: tasukeai_jakyosai

Both accounts will launch on May 20, 2024, at 10:00 AM.

SNS Campaign

The campaign also includes an SNS initiative aimed at raising awareness about the importance of mutual assistance. Participants can follow the official accounts on X or Instagram, and through engagement—either re-posting on X or commenting on Instagram posts— they will have the chance to win exciting prizes.

- Campaign Duration: From June 2, 2024, 10:00 AM to July 31, 2024, 11:59 PM (JST).
- Participation Steps:

1. Follow the official accounts.
2. Repost the campaign posts on X or comment on the designated Instagram posts to enter the draw for prizes.

- Prize: Participants can win a 500g portion of premium domestic Wagyu beef, with a total of 58 winners (29 from X and 29 from Instagram).

Cast Profiles

- Minami Hamabe: Born on August 29, 2000, in Ishikawa Prefecture.
- Haruka Fukuhara: Born on August 28, 1998, in Saitama Prefecture.

Illustrator Profile

Gemi: Born in 1989 in Mita City, Hyogo Prefecture. Graduated from the Art Craft Course of Kyoto University of Art and Design, Gemi has become a sought-after illustrator, noted for her over 400 book illustrations. She also creates visual content for various media including advertisements and trading card games.