High School Students Promote Local Public Transportation from Their Perspective! Kashima City High School Student Advertising Department Creates Promotional Materials for "Modal Mix Demonstration Experiment"

"Kashima City High School Student Advertising Department" worked on designing posters and flyers as promotional materials for the "Modal Mix Demonstration Experiment."

The Kashima City High School Student Advertising Department worked on designing posters and flyers as promotional materials for the "Modal Mix Demonstration Experiment" conducted by Yutoku Jidosha Co., Ltd. and Kyushu Passenger Railway Co., Ltd.

This demonstration experiment allows individuals with JR school commuter passes to use the Yutoku Bus Taira Line for a flat rate of 200 yen within the designated section. By creating an environment that facilitates the combined use of trains and buses, the aim is to improve convenience for students commuting to school, reduce the burden of school runs for parents, and contribute to the maintenance and revitalization of local public transportation.

In the creation of these promotional materials, we leveraged the perspective of high school students, who are the actual users of public transportation, aiming for designs that are easily understandable and approachable for the younger generation.

About the Kashima City High School Student Advertising Department

The Kashima City High School Student Advertising Department is a project that aims to "discover and disseminate the charms of Kashima City and increase its fans through public relations activities" targeting high school students living in and around Kashima City.

High school students are encouraged to focus on the attractions and challenges of their local community, and to deliver information about Kashima City to a wider audience by utilizing their own sensibilities and perspectives.

Through their activities, they participate in workshops to learn the basics of public relations and design from companies and professional creators, followed by practical application where they plan, produce, and disseminate local promotional materials and social media posts.

High School Students Participate in Local Promotional Material Production

As part of regional co-creation, we challenged ourselves to produce promotional materials aimed at increasing awareness and promoting the use of the Modal Mix Demonstration Experiment.

In preparation for production, we reviewed the previous year's flyers and the details of the demonstration experiment, and worked on everything from rough draft creation to design production, focusing on "designs that are easily understood by young people," "a fun and approachable atmosphere," and "expressions that capture the interest of high school students."

High school students created rough drafts while searching for reference designs, and proceeded with design production using Canva. Afterward, with support from Tesshin Design, they finalized the posters and flyers for actual display and distribution.

"Another option on your usual way home."

The completed posters and flyers incorporate illustrations and color schemes that are likely to catch the eye of commuting high school students, while clearly organizing the details of the demonstration experiment.

The main poster features the messages: "Get a discount on the bus with your JR school commuter pass" "Another option on your usual way home." expressing a new choice to combine train and bus travel for commuting and outings.

By incorporating the unique sensibilities of high school students, we aimed to create promotional materials that not only inform about the system but also make people feel "I want to use it" and "This relates to me."

About the Modal Mix Demonstration Experiment

The Modal Mix Demonstration Experiment is an initiative to promote travel that combines trains and buses, thereby expanding opportunities to use local public transportation.

In this demonstration experiment, we are increasing the choices for commuting by allowing individuals with JR school commuter passes to use the Yutoku Bus Taira Line for a flat rate of 200 yen within the designated section.

Implementation Period

July 1, 2026 (Wed) - October 31, 2026 (Sat)

Target Audience

Individuals with JR school commuter passes

Details

Available to use the Yutoku Bus Taira Line for a flat rate of 200 yen within the designated section.

This initiative provided a valuable opportunity for high school students to think about the familiar theme of local public transportation and to be involved in the production of promotional materials that will actually be used in the community.

By incorporating the unique sensibilities and perspectives of high school students into regional information dissemination, we aim to deliver the charms of Kashima City and local initiatives to a wider audience, while also providing an opportunity for the high school students themselves to deepen their interest and attachment to the region.

The Kashima City High School Student Advertising Department will continue to engage in various activities and information dissemination to promote the charms of the region from the perspective of high school students.