• why:
    The largest earthquake hit Japan that was ever to be recorded. How could we save those whose lifelines were cut off?
    why : 

  • 2011 3.11 14:46
    The Great East Japan Earthquake

    The largest earthquake to be ever recorded in the history of Japan

    The area of Eastern Japan coastal areas damaged by the earthquake

    Total number of deaths and missing people by the Great East Japan Earthquake

    According to World Bank, it is estimated as the greatest economic loss in history caused by natural disasters

    世界銀行の推計によれば、自然災害による史上初の経済的損失としてランク付けされています。14:46 March 11, 2011. The Great East Japan Earthquake occurred, hitting a staggering M9.0, with the greatest total of damage recorded in world history. It caused enormous damage to the East coast of Japan, where many people lost their homes. The catastrophic damage was caused by a huge tsunami, causing accidents to the Fukushima nuclear power plant stations, with a death toll of 18,434 people, where 25,000 people were reported to be missing. The Great East Japan Earthquake has become to be known as the biggest disaster in worlds history of the last 100 years. In such circumstances, we knew we had to rescue victims in a state where lifelines had been cut off so abruptly. At the time, there was almost nothing we could do with design. However, we believed that this was the time where possibilities of human creativity could shine.


  • how:​​​​​​​
    Within 40 hours of the earthquake, we built a wiki site that delivered useful survival tips as open designs.

  • As a result of seeking the Internet for several hours since the occurrence of the Great East Japan Earthquake, we realized there were many people who wanted to help the affected areas in the same way. Such people were sharing information to each other, however, as it was a huge disaster, the speed of information being uploaded was too fast to keep track. There was a need for a place to store and organize these useful information together. We therefore decided to create a wiki site.

    OLIVE is a wiki site that gathers and shares effective knowledge at the time of a disaster that was created just 40 hours after the disaster. From our wish "Live on, Japan”, we named OLIVE derived from "O" (emblem of the national Japanese flag) + "LIVE" (living). From all over the world, ideas on how to easily make things necessary for living in affected areas without supplies was easily gathered. It achieved one million page views within three weeks, where it was estimated that information was delivered to at least 10 million people, thanks to the Ministry of Health and Welfare, television stations, newspapers and others. It has been translated into English, Chinese, Korean by volunteer translators, and it is still expanding today as a database of disaster countermeasures using collective intelligence.



  • 1,000,000 and over
    Number of page views achieved in three weeks

    10,000,000 and over
    Number of people that took part in spreading information derived from OLIVE that spread within three weeks

  • now:
    OLIVE derived projects have developed into one of the largest disaster prevention projects in the world.

  • The OLIVE book was issued in September 2011 and has been recorded as a long seller, continuing to sell today. In 2013, OLIVE developed into a disaster-prevention industry creation project including the disaster kit THE SECOND AID. In 2015, it was developed into the world's largest disaster prevention plan TOKYO BOUSAI, a disaster prevention project designed with reference to the OLIVE book. We directed this project with Dentsu, where 8,300,000 copies of the book of 330 pages was issued and distributed to all 6.4 million households in Tokyo. Prints exceeded 2.5 billion pages, which made it the largest publication project in the administrative history of Japan. Furthermore, for a series of projects that began with OLIVE, we received more than 20 prominent awards from around the world including DFA GRAND AWARD, DIA INTELLIGENCE AWARD and GOOD DESIGN GOLD AWARD. Disaster prevention designs that started with OLIVE still continue to spread throughout the world.

    2011年の9月にはOLIVEの本が発行され、現在までロングセラーを記録。2013年にはTHE SECOND AIDという防災キットを始めとした防災産業創出のプロジェクトに発展しました。また、2015年にはその本を参考にデザインされた、世界史上最大級の防災計画、東京防災のプロジェクトに発展し、NOSIGNERは電通とともにプロジェクトのディレクションを指揮し、330ページの本が803万部発行され、東京都に住む640万世帯の全てに配布されました。25億ページを超える印刷物は、日本の行政史上においても最大級の出版プロジェクトになっています。なお、OLIVEから始まった一連のプロジェクトに対して、DFA GRAND AWARD, DIA INTELLIGENCE AWARD、GOOD DESIGN GOLD AWARDなど、世界中から20以上の栄えある賞を受賞し、OLIVEから始まった防災デザインは世界に広がりつづけています。

    スマートデザイン大賞 知る部門賞(2012)、SDA賞(日本サインデザイン賞) 入選(いのちを守るアイデア巡回展)(2012)

  • what:​​​​​​

  • when:
    Sendai, Japan
    Art Direction
    NOSIGNER (Eisuke Tachikawa)
    Graphic Design
    NOSIGNER (Eisuke Tachikawa)

  • who:
    social design for evolution thinking​​​​​​​
  • Related Project
    THE SECOND AID​​​​​​​​​​​​​​
  • Related Project
    TOKYO BOUSAI​​​​​​​
  • Check out more of our work on:​​​​​​​