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Hiroshima for Global Peace

Hiroshima Home Television Co., Ltd.

Promoting environmental conservation through the “Earth Movement Declaration” initiative
Using Earth education to develop human resources for the next generation


4.7 Ensure all learners acquire knowledge and skills needed to promote sustainable development
12.8 Ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature
13.3 Improve education, awareness-raising and human and institutional capacity on climate change measures

To promote awareness and action aimed at protecting the wealth of the sea and land by communicating information
To intensify activities to promote action by partnering with elementary schools and cooperating with companies and organizations


Initiative details

In 1993, Hiroshima Home Television Co., Ltd. launched an environmental conservation campaign, “Earth Movement Declaration” and for a quarter of a century has been working on environmental conservation under the slogan of “Coexistence between People and Nature.”
This campaign is underpinned by the three key concepts below.

In order to promote concern for the global environment, we produce 15- and 30-second videos on biodiversity and the current state of environmental destruction and broadcast them as campaign messages. We made it look like a commercial instead of a program so that we could broadcast it over and over again, allowing it to reach more people. The images are of various plants, animals, and natural scenery from Japan and abroad. Due to its short duration, the 15-second video uses background music to make it stand out, while the 30-second video was made with just the words “I want to listen to the voice of the Earth” and the sounds of nature. It is rare to hear just the sounds of nature coming from a TV, which usually produces all sorts of different noises. We hope that it will catch people’s attention, that they will have various thoughts about the natural environment, and that this generates interest.

In order to encourage people to develop a deeper understanding of the global environment, we introduce familiar creatures and the activities of people and organizations working for their conservation in a weekly information program, as well as producing a special program (once a year) based on long-term coverage in Japan and overseas that explains the current state of the global environment and the need for biodiversity. In 2020, a newscaster dived into the seas and rivers to tell viewers about the state of Hiroshima’s water.
We will continue to communicate information through our videos to foster environmental awareness.

Newscaster Mika Watanabe dives underwaters for a special program broadcast in February 2021

As stated in the philosophy of the SDGs, in order to improve the global environment, we need not only to promote concern and understanding but also to take action.
Using events, the Earth Movement Declaration has appealed to people to act.
In 2021, we are particularly focusing on environmental education for children, and in cooperation with elementary schools in the prefecture, we are conducting an environmental education program called “Earthkeeper” for fifth graders.


”Energy flow” activity in the Earthkeeper Program

This is a long-term program that lasts for three months, designed to help people change their lifestyles to be more environmentally friendly by developing a perceptual and ecological awareness of the value, role, and harmony of various life forms on Earth.
Through environmental education that connects knowledge and experience to action, we hope to increase the number of people who can practice a more environmentally conscious lifestyle, leading the way to the society of the future.


Key Points

<<Collaboration with eight companies and organizations>>
We are currently working with eight different companies and organizations in different industries to promote the Earth Movement Declaration. By working together, we have a stronger ability to communicate and are able to carry out a wide range of activities.
In the campaign message, we also produced “Our Company’s Earth Movement Declaration” and “Our School’s Earth Movement Declaration” for companies and organizations to communicate their own thoughts on environmental conservation.


Campaign messages using images from Japan and overseas

<<Streaming to communicate nationwide>>
These special programs that are produced to encourage deeper understanding are available to watch after broadcast online.
In addition, once a week the information programs are turned into articles and published with images through 12 media outlets, including Yahoo!
In this way, we are working to raise concern and understanding for the global environment among as many people as possible.


Hiroshima Home Television Co., Ltd.

19-2 Hakushima Kitamachi Naka-Ku, Hiroshima



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