マスメディアと社会福祉活動 : わが国初の欠食児童給食運動と紙面連動キャンペーン

概要

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Japanese news media companies actively carry out social welfare programs aiming to increase numbers of subscriptions or TV ratings. They include art shows, sports competitions, music concerts, recognitions of those with outstanding achievements in various fields, as well as fundraising for people in needs. Mainichi Newspapers and Asahi Shimbun in Osaka started such programs in the 1870s. They created social welfare departments, which later became semi-independent organizations. In 1930, Tokyo Asahi Shimbun and its Social Welfare Organization started a movement that provided lunches to undernourished school children in City of Tokyo. It was the first time in the history that a welfare organization and a news medium collaborated in a common activity. The movement quickly spread to other metropolitan areas, and the Japanese government issued a temporally school lunch providing system act in 1932. The collaboration showed roles of news media as a public tool and as an effective advertising strategy. Today, numerous companies use the method, and are making contributions to societies worldwide.