Honda is putting kids in the driver’s seat at Children’s Health of Orange County. The Honda Shogo electric vehicle lets them navigate the hospital hallways from behind the steering wheel, making their hospital stays a little less scary.

Honda is helping to provide comfort and joy to young, hospitalized patients with the introduction of “Shogo.” Shogo is an electric ride-on vehicle for kids designed by Honda engineers to help ease the stress and anxiety of children and their families by transporting young patients throughout their hospital stay. Called “Project Courage,” and captured in a short film debuting today, this initiative demonstrates the amazing impact that plays and laughter can make in the life of a hospitalized child.

Developed in-house by Honda engineers, Shogo is an electric ride-on vehicle specifically designed to navigate hospital hallways to transport children. It is equipped with features and elements to help bring joy to young patients as they continue on their road to recovery.

Honda Shogo is currently in use at CHOC Hospital, one of Honda’s long-term partners.

“Creating Shogo to help support these patients during what can be a stressful time in the hospital has been a labor of love for our passionate team of Honda associates and we’re especially proud to introduce Shogo during this holiday season at CHOC,” said Hundy Liu, manager of national automobile advertising, American Honda Motor Co., Inc. “To see the joy on the faces of these young patients when they get behind the wheel of Shogo is truly rewarding.”

Randall Smock, a senior exterior designer of vehicles at American Honda Motor Co., Inc., played a significant role in the design of Shogo, as well as the testing of the vehicle.

“As someone who spent time in the hospital as a young child, I wanted the number one objective of our Honda team in developing Shogo to ease the hardship of a hospital stay by providing kids a lasting positive memory about that experience,” said Smock. “Every element of Shogo was designed to accommodate different needs of young children, making it as easy as possible to get in and out, simple to drive, and for the entire experience to leave them a bit happier.”

As the first hospital to utilize Shogo in caring for young patients facing hospitalization, CHOC played a key role in verifying its feasibility and safety.

“Our team greatly appreciates Honda bringing innovative solutions that support our ongoing commitment to providing an exceptional patient experience and infusing joy into a patient’s stay,” said Brianne Ortiz, manager of the Cherese Mari Laulhere Child Life Department at CHOC. “We were impressed from the beginning when we first saw Shogo, and by the Honda team’s dedication in collaborating with our staff to ensure a vehicle that is perfect – and safe – for our young patients.”

Shogo, based on a Japanese word and intended to mean “soaring into the future,” was built to focus on young patients, ages 4 through 9, who can easily drive with power controls, manage the go/stop mechanism on the steering wheel, and an adjustable speed of 1-5 miles per hour, which is controlled by a handler such as a nurse or a caregiver.

Developed with patient safety in mind, Shogo was built without doors to be safely and easily accessible for youth. Other features include central seating with steering controls suitable and accessible for a child and smooth and soft-to-the-touch surfacing that is easy to keep clean in a hospital setting. Shogo also includes an IV pole holder and a push bar that offers caregivers the option to manually push the vehicle when needed. Features to make the child’s experience more comfortable include a toy bucket in the front of the vehicle for items the child would like to bring along with them, cup holders, a center horn with different sound options, and a customizable license plate slot to display the name of each rider.

Honda engineers worked hand-in-hand with the staff at CHOC to verify the feasibility of the concept. This included testing Shogo through a dedicated course inside the company’s research & development facility designed to replicate a hospital hallway route with actual children and parents, to ensure the electric ride-on vehicle was safe to operate when delivered to the hospital. The collaboration with CHOC was critical in understanding how Shogo was being used in the actual hospital environment, so the team could continue to make further adjustments.

Developing Shogo as an electric vehicle was an obvious requirement for Honda engineers to ensure it could be accommodated in a hospital environment. But the electrified Shogo also aligns with the company’s recently-announced vision to make electrified vehicles (EV) represent 40% of sales in 2030, on the way to 100% EVs by 2040. Customers will see the Honda Prologue, the brand’s first new volume battery-electric vehicle (BEV) in 2024.

Tags: Automotive Marketing Campaigns, corporate social responsibility, Best CSR campaigns, Honda Project Courage, Automobile Advertising
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And yet despite its status as a disaster-prone nation, its people have low awareness of disaster preparedness, with surveys showing that 2/3 of the population can say they are not adequately prepared for disasters.

In particular, those who have never experienced disasters find it difficult to imagine what specifically their circumstances would be like. We saw that this led to low levels of disaster preparedness, and wanted to let everyone know the preparations required for each person in evacuation shelters.

To get across the idea that every individual’s post-disaster needs are unique depending on their characteristics and living environments, we incorporated individual experiences as well as the media, celebrities, government and other public organizations in our message to generate greater awareness among the public. We set up a website that everyone could access, a hands-on event with illustrated cards depicting emergency kit items, and a special elementary school lesson to promote early awareness and understanding. And to symbolize the diversity involved in disaster preparations, we had opinion leaders in celebrity, media, and government promote the project to the population to gain wider reach across social media.

Immediately after an earthquake or other disaster, media coverage and interest among the government, corporations and populace focus on the afflicted area. But few take into consideration the diverse characteristics and living environments of people forced to evacuate. It is a little-known fact that many people in post-disaster shelters suffer from declining health, or even lose their lives. For this reason, we wanted to make it easier for people who have never experienced a disaster to immediately take action by clearly presenting the kinds of emergency kit items that people would need for themselves and their living environments.

The launch of the project was timed to the week before the anniversary of the Great East Japan Earthquake and Tsunami when reporting and awareness about disasters and disaster preparedness are highest in Japan. Our approach was to present a new concept that emergency kits are unique for diverse types of people. We communicated this through a website and hands-on events with illustrated cards that show how different kinds of people should prepare for disasters. These were covered in numerous online articles and TV reports. Participants posted positive comments about the project on social media. This widespread recognition contributed to greater awareness about disaster preparations. Celebrities, government agencies, international NGOs and others saluted our new concept and began promoting it on their own.

The project received widespread media coverage, along with support from Japan’s Cabinet Office, the United Nations Information Centre, UNICEF, and other government and international non-governmental organizations. The Japanese government has begun studying ways to use this project to promote awareness among the public. Participants posted many positive comments about it on social media, and the public started packing their emergency kits with consideration for themselves and those around them.

Campaign: Diversity In Disaster Preparation
Client Yahoo!, Japan
Product / Service: CSR
Category: Corporate Social Responsibility (CSR) / Corporate Image
Entrant: Dentsu Inc.

This campaign is about:
Cannes Lions International Festival of Creativity, Social media campaign, Digital campaign