The project needed to promote a collective agricultural cooperative on the outskirts of Tokyo

Challenge
The farm’s communist structure risked alienating a Japanese audience due to historical and political sensitivities.

Solution
Framed the project as a rediscovery of traditional Japanese communal practices (e.g., satoyama, gojo).

• Framed the farm as "structurally communist but culturally Japanese" to align with local traditions (e.g., satoyama, gojo, kyōdō sagyō).
• Avoided direct calls to action to prevent polarising the audience.
• Focused on perceptual change: Shifted readers from an "unaware" state to a "problem-aware" state.

Content Strategy:

• Long-form journalism for niche lifestyle magazines (e.g., Turns).
• Distribution: CSA networks, farmers’ markets, university newsletters.