Joint planning and development by TBWA HAKUHODO and bus equipment manufacturer OGI - Conceived by creative directors qualified as nursery school teachers
- The following is content from the press release -
(Head Office: Minato-ku, Tokyo; President and CEO: Akihiko Imai; hereinafter "TBWA HAKUHODO") and OGI Corporation (Head Office: Kita-ku, Tokyo; President: Shogo Enomoto; hereinafter "OGI"), a manufacturer and seller of bus equipment, have jointly planned and developed a device to prevent unattended commuter buses from leaving children behind. (headquartered in Kita-ku, Tokyo; Shogo Enoki, President; hereinafter "Oge"), a company that manufactures and sells equipment for preventing the abandonment of children by buses going to and from kindergartens. In conjunction with the release, "Bus ga tsukiyo go go go," an original song used in the device, will be distributed through Apple Music, Spotify, and other music distribution outlets, and sheet music data will be distributed free of charge on the OGI website ( http://www.kk-oji.co.jp/sys/whatsnews/view/32 ), an original animation has been released on YouTube ( https://youtu.be/7tGTbPCb83A (See Section 2.1.2.).
The power of the original music makes the children want to get off the bus by themselves while singing.
In response to the recent spate of accidents involving children left behind on kindergarten and nursery school buses, installation of "safety devices to help prevent children from being left behind on buses used for transportation" has become mandatory as of April 2023, and subsidies for their installation have also begun to be provided. However, according to a survey conducted by the Agency for Children and Families at the end of June, the installation rate nationwide remains at 55.1%.
In response to an accident involving a child left behind last year, Ryota Haraguchi, creative director of TBWA HAKUHODO, who obtained a childcare license in order to solve social issues related to childcare from a communication perspective, called OJI, a manufacturer of bus equipment including a device that signals the driver to get off the bus, and made an appointment with the company. After the accident last year, he made a phone call to OJI, a company that manufactures equipment for buses, including exit signaling devices. Two days after the accident, he proposed a system to convert bus buttons into safety confirmation devices. OGI was also looking for a solution to a problem using the same product, so joint planning and development was realized.
Many anti-displacement devices use sensors to detect and notify children in the vehicle, or emit an alarm to encourage drivers to check inside the vehicle. The project team had the idea that having the children sing a song might change their behavior, and asked composer Setsushi Fukushima, who is active in a wide range of fields including TV commercials and providing music to artists, to compose an original song with lyrics and a familiar melody to let the children know that the bus had arrived. The result is a song with lyrics and a familiar melody that announces the arrival of the bus.
A receiver is installed around the driver's seat of the vehicle and a transmitter in the rear of the vehicle. When the driver turns off the engine after arriving at the destination, music is automatically played from the receiver. The music will alert the children to the arrival of the bus, and they will get off the bus while singing happily, thereby reducing the burden on the driver and nursery school teachers to call out to the children on a daily basis.
After the preschoolers get off the vehicle, the driver moves to the rear of the vehicle while visually confirming the absence of the preschoolers in the vehicle. The music is stopped by pressing a button on the transmitter in the rear of the vehicle. If the music continues for 10 minutes, an alarm is emitted from the outside speaker to prevent the preschooler from being left unattended.
The transmitter has been evolved to be safer and more secure by giving the transmitter a design that evokes the presence of preschool children, thereby increasing the driver's awareness of the parties involved. The transmitter is a wireless type that can be installed anywhere. It can be installed in multiple locations on a single vehicle so that even a large vehicle can be monitored by human eyes in every corner of the vehicle.
Making songs copyright-free to help society as a whole achieve the goal of zero buses left behind at school.
The original song "Bus ga tsuki yo go go go" is available today on iTunes Store, Apple Music and other platforms. An original animation that shows the appeal of the song has also been released on YouTube. In addition, the music score is now available on the web, and the copyright of the song is now free. This makes it possible for anyone to freely perform and sing the song.
We will not stop at a device called a "singing alarm," but will also educate children and nursery school teachers about getting off the bus by having them sing the songs on a daily basis, and will work to create a society where accidents in which children are left behind will never happen again.
Product Overview
Product name: Uta-Alarm, a support system for confirming vehicle alighting
Part numbers: GCS-RX023, GCS-TX021, KLE-302
Launch date: Thursday, July 13, 2023
Price: Open price (1 receiver, 1 transmitter, 1 speaker outside the vehicle)
Product size: Receiver (H103mm x W153mm x D36mm)
Transmitter (H70mm x W40mm x D18mm)
Speaker outside the car (H89mm x W65mm x D71mm)
Product sales to: kindergartens, nursery schools, elementary schools, and specific support schools, as well as OJI sales to meet a variety of requests.
For inquiries regarding purchase and installation, please contact us through the OGI website. (Please contact us through the OJI website.http://www.kk-oji.co.jp/contact/)
About the original song "The Bus is on, Go Go Go
Music Related Information
URL for distribution:https://linkco.re/UPGzv6tS
The URL where the sheet music is distributed:http://www.kk-oji.co.jp/sys/whatsnews/view/32
Original animation:https://youtu.be/7tGTbPCb83A
song lyrics
The bus is on. Boo, boo, boo, boo.
Is there anyone sleeping? Goo, goo, goo, goo.
Let's all go down together. Go, go, go.
Thank you, Mr. Untenchu.
Thank you for driving safely.
No, no, no, no, no, no, no, no, no, no, no, no, no, no. No. No. No.
Don't hide, okay? Buh-buh-buh. Buh-buh.
Let's all go down together. Go, go, go.
I'd miss someone.
It's fun to have everyone here.
Just to say thank you.
Kokoro ga hoko, poka poka
I'm so glad we're connected.
Egao ga hoko, Kirakira
The bus is here. The bus is here.
The bus is here. Go, go, go, go.
Go, go, go.
Fukushima Setsu and Nagisa Profile
Music producer/singer-songwriter Setsu Fukushima and his daughter Nagisa (age 9) live in Naoshima, Kagawa Prefecture. TV program "Shimajiro no Wao!", the song "Mimamime Mottainate", the TV commercial "Mimane Mimamori GPS", and the Nissui TV commercial "High Purity EPA Arc", etc. They live in a rural area, but are active in the popular TV commercial scene.
Composer Setsu Fukushima comments
As a parent, I could not overlook the issue of bus abandonment. As an expressive person, I couldn't be happier if I could be of any help in resolving this issue.
I created a simple, bouncy melody because I want children, teachers, drivers, and everyone to remember it and sing it a lot. I wanted the song to be fun, kind, and warm.
The song was sung with my daughter Nagisa. I would be happy if you could learn the song in rhythm, feel the meaning of the words, and sing it with your children at kindergarten or at home.
And may the world be rid of buses left behind.
Case Studies
Prior to its release, the product was introduced at biima school Shibaura Island, a comprehensive sports daycare center in Minato-ku, Tokyo.
Kenichiro Nobe, Principal of biima school Shibaura Island comments
Recently, there have been several cases of buses being left behind, and biima school has been handling the situation with a five-fold check flow.
The music also makes it possible for children to enjoy going to school on the bus with smiles on their faces. We hope that this system will reach as many children as possible.
About biima Corporation
biima Inc. is a venture company that provides "21st century educational content" for children.
The core business is biima sports, jointly developed with Professor Unity Hirose and Professor Akira Maebashi (Waseda University), which has 250 schools nationwide. In March 2023, the company will launch "Play SPOTo," a sports toy that enhances balance while playing. In June 2023, the company launched "biima Dance," a completely new "comprehensive dance school for kids" that combines "dance," "basic motor skill development," and "creative education. In the future, the company is creating a service where not only children but also adults can learn, realize, and experience many things to enrich their lives while being excited and absorbed in the process.
TBWA HAKUHODO Creative Director Ryota Haraguchi comments
Childcare" is the foundation of modern society. Thanks to childcare workers, we are able to work with peace of mind every day, and society continues to revolve around them today. I obtained my certification as a childcare worker last year in order to solve social issues related to childcare from a communication perspective. It was at this time that I saw the news of the tragic accident, and I immediately thought about this project plan and got to work.
Safety, in the end, is in the eyes of the people. It is the eyes of adults that are important. However, we thought that if we could design a system that would not only make the system work, but also make children enjoy getting off the bus voluntarily, it would be a great help to the busy daycare workers and drivers who are on the clock every minute.
TBWA HAKUHODO Project Members
Creative Director Ryota Haraguchi
Copy Writer / Lyrics by Dome Fujishima
Art Director Keiko Aoki
PR Planner Kyosuke Hashimoto
Satoshi Kanai, PR Planner
Producer Tsutomu Hirakue
Producer Wataru Ito
Director Kiyotaka Sumiyoshi
Editor Hiraku Inada (EDP)
About OGI Corporation
Established in 1955. The company develops, manufactures, and sells bus equipment.
The company was the first in the industry to develop motorized bus destination directional curtains, which used to be hand-wound, and exit signal buttons with glowing lamps.
About 70% of the buses running throughout Japan use OJI's get-off signal buttons.
Utilizing the experience and technology cultivated in the design of in-vehicle equipment, the company is also developing products other than buses, such as developing disaster response equipment with local governments. Home page:http://www.kk-oji.co.jp/
About TBWA HAKUHODO (TBWA Hakuhodo)
TBWA is a general advertising agency established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide. We combine Hakuhodo's philosophy of sei-katsu-sha thinking and partnering with TBWA's unique know-how centered on the DISRUPTION(R)︎ method, which TBWA has been making full use of in the global market. We create high quality solutions and contribute to the growth of our clients' businesses. DISRUPTION(R)︎" is TBWA HAKUHODO's philosophy of breaking free from stereotypes, breaking common sense, and finding new visions. We generate ideas to evolve businesses and brands, not only in marketing, but in all aspects of business, armed with the new perspective of disruption.https://www.tbwahakuhodo.co.jp
