The Art of Decision-Making: Navigating Complexity and Uncertainty
Gradationunderwear
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How To Let Young People Educate To Support Non-Binary People
2. Ⓒ HAKUHODO Inc, All Rights Reserved. | CONFIDENTIAL
SITUATION
Many young people thinks that they have no relation with non-binary people,
so, the misunderstanding about non-binary people will not cease.
The goal of campaign is that we educate young people
about non-binary people to elicit active support,
by making a surprising news about non-binary people and spreading it.
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Many young people misunderstand that non-binary people are exactly what LGBT is.
We should educate the fact that non-binary people are not the same as LGBT
and there are many form of sex like..
“One day I feel more like boy, and the other day I feel like more like girl”
WHAT WE EDUCATE YOUNG PEOPLE
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A company, dealing with the symbol of sex”underwear”, drops a brick.
HOW WE DO IT
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IDEA
G R A D A T I O N U N D E R W E A R
C la nKinv iel
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One of a largest company wearing with underwear,
“Calvin Klein” announce that they produce
new line-up of underwear “GRADATION UNDERWEAR” for non-binary people.
This line-up has a feature of gradation of men and women.
EXECUTION
Men100% Women0% Men75% Women25% Men50% Women50%
Men25% Women75% Men0% Women100%
100%0% 75%25% 50%50%
25%75% 0%100%
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Young people wonder why this line-up has a gradation of men and women.
And the description under the showcase reveal the truth.
EXECUTION
“This is designed for non-binary people who does not fit male and female binary.
One day, they may have a feeling of men, the other day may have the one of women
“Let’s show the understanding about non-binary by getting this”
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EXECUTION
At on-line shop, non-binary people can select the most fitting underwear
by choosing the percentage of their feeling about sex.
G R A D A T I O N U N D E R W E A R
C la nKinv iel
SHOP MEN SHOP WOMEN SHOP NON-BINARY
Recommend! Others Others
make a special page of “NON-BINARY” select underwear according to what you feel now
WHAT DO YOU FEEL TODAY?
70%
30% MEN：70%
WOMEN：30%
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EXECUTION
The unique news of Calvin Klein win a ton of favorable coverage in the mass media,
so that young people turn their eyes on the existence of non-binary people.
Why Calvin Klein
make the “GRADATION UNDERWEAR”
Calvin Klein release a surprising news, for non-binary people,
http://www.calvinklein.com/
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“Calvin Klein GRADATION UNDERWEAR ”
will be the symbol of sexual diversity by changing the concept of underwear.
