Many actions taken during air travel—while seemingly routine—actually contribute to environmental and social sustainability without passengers realizing it. JAL named these actions “Hidden Sustainability,” or “#KakureNability”—a coined term that combines the Japanese word kakure (meaning “hidden”) with “sustainability”—and introduced them as initiatives that customers can take part in together with the airline.
The project included the development of original characters as well as the planning and production of key visuals, a dedicated website, video content, and educational materials such as summer vacation research sheets for children—part of their summer holiday homework that students complete and submit to school after the break. Through these communication tools, JAL highlighted the sustainability efforts embedded in everyday air travel.




This is the company profile of Dentsu PR Consulting. This document clearly summarizes our philosophy, services, strengths, and achievements. It introduces our efforts in supporting companies and organizations in solving their challenges across a wide range of areas, including PR strategy, digital initiatives, and risk management, with reputation management as our core focus. Please use this as a reference when considering your company’s public relations and communication strategy. (15 pages total)
PR Consulting Dentsu’s global PR support is distinguished by its strategic planning that takes into account the differences in PR environments and cultural backgrounds across countries and regions, as well as by its strong execution capabilities. We offer public relations and communication support tailored to the specific needs of Japanese companies aiming to expand into overseas markets, and for international companies seeking to enter the Japanese market. In response to the rapid evolution of digital technology and social media, we also provide one-stop PR solutions that cover the entire process—from strategic planning and execution to performance evaluation.
Hitachi, Ltd.
Honda Motor Co., Ltd.
Japan Airlines Co., Ltd.
Honda Motor Co., Ltd.
Honda Motor Co., Ltd.
BANDAI SPIRITS Co., Ltd.
Tsumura & Co.