
2019
Creative Campaign for Chiho Kato: A New Approach to Elections
The 2019 House of Councillors Election campaign with Chiho Kato redefined traditional electioneering through creative, inclusive activities that fostered community engagement and celebrated local identity.
Collaborator /
The 2019 political campaign for the House of Councillors Election (参議院議員選挙) marked an ambitious collaboration with Chiho Kato, who ran as a candidate in July. The campaign’s vision was to challenge the conventional, often rigid framework of political elections by embracing an innovative, community-centered approach that engaged residents through creativity and joy.
Key to this campaign’s success was the incredible support from local organizations and communities, as well as volunteers from across Japan. The campaign’s unique strategy extended beyond traditional promotion to create moments of connection and delight.
For instance, the campaign car was not simply a promotional tool but was designed to bring joy and curiosity to the community. The vehicle featured strawberry motifs, a nod to the local specialty, and became a cheerful symbol recognized by all generations. Microphone assistants wore handmade strawberry-themed hats, crafted with the help of local residents, adding a playful and inviting atmosphere to each stop.
Even small gestures became creative collaborations. When flowers were donated but couldn’t be displayed due to the campaign’s mobility, the team repurposed them by arranging flowers on hats, turning them into vibrant “flower hats.” Similarly, umbrellas used on rainy days were transformed into artistic canvases, decorated with messages and illustrations that resonated with passersby.
This campaign became an evolving practice in using every event and interaction as an opportunity for collaboration and creative expression. It demonstrated how the unexpected can inspire community-driven art. The innovative approach received positive recognition, with a local newspaper, 下野新聞, describing it as “an election made fun.”
The election outcome highlighted the effectiveness of this inclusive strategy. While Chiho Kato did not win the election, she ran as the unified opposition candidate in the Tochigi electoral district, challenging the incumbent who was seeking a third term under the conservative Liberal Democratic Party. The campaign notably halved the vote gap compared to the previous one-on-one contest and prevented an early 8:00 PM victory declaration for the incumbent—a symbolic achievement that underscored the campaign’s impact. The campaign energized the community and demonstrated how political engagement can foster meaningful interactions and leave a lasting, positive impression.
Ultimately, the campaign was a testament to the power of collaboration and creativity in the political arena, reflecting the belief that even within established frameworks, there is room for joy, connection, and collective storytelling.












