- The following is content from the press release -
The Beyond Stations concept is a concept to transform stations beyond their role as "transportation hubs" into "lifestyle platforms" that "connect" people's lives by transforming stations from a starting point of "affluence" in people's lives to a "lifestyle platform. The Ueno Station will be an "immersive" station. Ueno Station will be reborn as an "immersive media space," and Line 13 "PLATFORM 13" will open this spring.
1. efforts in collaboration with "NISSAY Penguin Project
(1) Background of implementation
Nursery schools are not only a place for children to stay, but also a place where children can be involved with other family members, such as children of the same generation, in an environment different from home, and where parents can expect to reduce the burden of childcare and relieve a sense of isolation.
Parents using daycare centers for the first time have many concerns about being away from their children. While loneliness among parents has become a social issue, by communicating the role and attractiveness of daycare centers, we will "foster a culture of relying on others" and help relieve anxiety and burden in child rearing.
(2) Outline of implementation
Media of both companiesnote 1to "heartwarming episodes about your child at preschool."*2to introduce you to the following.
(Transmittal period)
Monday, March 18 - Sunday, March 24, 2024*3
1 Train channels on major metropolitan area train lines, HAPPY CHILD PROJECT official website, NISSAY Penguin Project official website, etc.
2 Episodes were recruited through a web-based survey (conducted between November 22 and December 17, 2023) of parents and caregivers of JR East Group station-based daycare centers.
3 Subject to change depending on circumstances.
2. renewal of baby lounge at "Ueno Station
The baby lounge in the central ticket gate of Ueno Station has been newly renovated as a facility that can be used more easily and safely.
The walls are designed with a colorful color scheme and silhouettes of animals to encourage fun conversations with children.
In addition, the nursing room has been converted to an accordion curtain with a lock for greater peace of mind. A new changing table for changing diapers while standing will be installed soon. NewDays Ueno Chuo Exit will also strengthen its diaper sales lineup to support customers who are having trouble finding diapers. Please feel free to visit us.
What is HAPPY CHILD PROJECT?
I want to contribute to the community by helping people balance work and family.
With this in mind, the JR East Group is promoting a wide range of initiatives to support families raising children, including the opening of nursery schools and other childcare support facilities along its railway lines, mainly in the Tokyo metropolitan area, and the holding of events for parents and children to enjoy together.
By leveraging the strengths of each of the JR East Group's mobility and lifestyle solutions businesses, we will contribute to relieving the various anxieties and burdens of child-rearing and take on the challenge of creating a better future for children and child-rearing through co-creation and collaboration within and outside the company.
What is the NISSAY Penguin Project?
This is a project by Nippon Life Insurance Company to create a society where there are no barriers and concerns about child rearing. We are promoting this project by considering the barriers and anxieties of child rearing as issues that should be considered by society as a whole for the next generation, and not just by those who are involved in child rearing. We are committed to creating a system that supports the environment for the next generation.
zThe JR East Group is promoting the "HAPPY CHILD PROJECT," a childcare support project, and strengthening co-creation and collaboration with internal and external parties to help relieve the various concerns and burdens of child rearing and to create a better future for children and childcare.
HAPPY CHILD PROJECT" is collaborating with Nippon Life Insurance Company's "NISSAY Penguin Project," which aims to create a society where there are no barriers or anxieties in raising children. The project will provide the voices of parents who use day-care centers for parents who are anxious about their children attending day-care centers for the first time in the spring.
zAlso, to enable customers with children to enjoy their excursions with more peace of mind, the baby lounge at Ueno Station, which promotes the "Beyond Stations Concept," has been renovated into a safer and more colorful space.