In an effort to prevent house fires caused by cigarettes, the Tobacco Institute of Japan (TIOJ) has teamed up with Rumiko Takahashi’s Maison Ikkoku for a new advertising campaign. This collaboration was announced on TIOJ’s X (formerly Twitter) account on November 1, with followers and reposters of the post having the chance to win 1,000 yen worth of DigiCo or enter a quiz to win cleaning appliances.
The TIOJ’s statement highlighted the use of Maison Ikkoku’s heroine, Kyoko Otonashi, in the campaign. Kyoko has been the mascot for TIOJ’s cigarette fire prevention campaign for over a decade. The campaign aims to reach a wider demographic by leveraging the popularity of the character and delivering a message through her.
In addition to the follow and repost campaign and quiz, TIOJ has also released leaflets and banners featuring Kyoko Otonashi and an original comic. The classic work of Maison Ikkoku is well-known among the target age group of the campaign, making Kyoko Otonashi a recognizable and relatable character to convey the message of fire prevention.
Overall, the collaboration between Maison Ikkoku and the Tobacco Institute of Japan serves as a creative and engaging way to raise awareness about the dangers of cigarette-related fires. By using a beloved character like Kyoko Otonashi, the campaign aims to resonate with a broader audience and encourage responsible behavior when it comes to smoking and fire safety.
