MORNING EXERCISE WITH ORAHO’S RADIO TAISO


Challenge

The Great East Japan earthquake devastated the Tohoku Region, threatening their way of life, dialect, culture and cuisine. How can a community even start to rebuild when it has already lost so much of its identity?

Truth

A positive mindset and taking comfort in familiar routines are the first steps in rebuilding after a disaster.

Solution

“Radio Taiso” (morning exercise) has been a part of the Japanese way of life since 1951. In an effort to help rebuild the community, we re-recorded “Radio Taiso” in the distinctive Ishinomaki-dialect. Hearing the familiar morning warm-up program in the dialect of their region has restored a sense of local pride and put a smile on the faces of those affected by the earthquake disaster – helping them face the difficult process of rebuilding their lives.

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