Destigmatizing the “Made in Fukushima” label
CHALLENGE
The environmental technology specialists from METER, together with Dr. Masaru Mizoguchi of the University of Tokyo and the non-profit organization Fukushima Saisei have developed a sustainable decontamination method that enables farmers to grow rice in a completely safe manner again.
But although the decontamination measures are successful and all products are subjected to the strictest tests, the "Made in Fukushima" label is heavily stigmatized - nobody buys products from Fukushima.
A book made from rice straw grown in decontaminated fields
SOLUTION
So our strategy was to make the complex relationships understandable and tangible. "Made in Fukushima" is a book made from rice straw from the decontaminated fields in Fukushima.
The rice straw was harvested, dried, cleaned, cut and made into paper. It tells the story of the region, the disaster and decontamination, the farmers and their produce. In order to approach the complex topic objectively and to enable the readers to form their own opinion, the book consists of a variety of different sources: photography, interviews, reports, background information, data and data visualization.
As a leading scientific sensing company present in Fukushima since 1996, METER already had access to much of the environmental and agricultural data included in the book. Over the course of months of research, more scientific, demographic, economic, and ecological data has been added from a variety of sources. Radiation data were measured during visits to Fukushima and are also included in the book.
Awards
ADC Germany
1x Grand Prix
3x Gold
3x SIlver
3x Bronze
Cresta Award
3x Gold
2x Silver
New York Festivals Awards
2x Silver
3x Bronze
ADC 99th Annual Awards
2x Gold
1x Silver
2x Bronze
