Sapporo City and MamaLady Inc. Collaborate to Incorporate Voices from Pregnancy to Child-Rearing into Childcare Policies

※Ms. Nana Akashi, CEO of MamaLady (left), and Mr. Takeharu Yamamoto, Vice Mayor of Sapporo City (right), at the signing ceremony of the partnership agreement.

◼︎Background While various childcare support measures are being implemented by local governments, continuous contact with parenting households from pregnancy to childcare is often limited to health check-ups and administrative procedures. Therefore, there is a growing need to consider how to maintain ongoing engagement. It is becoming increasingly important to understand the needs of child-rearing households and reflect them in policy-making initiatives and public relations related to childcare support.

◼︎Initiatives ・Understanding needs through surveys and focus groups with child-rearing households. ・Organizing the voices of child-rearing households for Sapporo City to utilize as reference information for policy-making initiatives. ・Public relations related to Sapporo City's childcare support utilizing information magazines published by MamaLady.

◾️Features of This Initiative MamaLady possesses a platform for continuous engagement with child-rearing households from pregnancy to childcare, and a mechanism to continuously visualize the voices of those involved. ・Number of local governments partnered for distribution and placement of the pre/post-natal preparation guide "Premama Guide": 236 nationwide. ・Number of Premama Guides distributed: Approximately 41,000 copies. ・Number of LINE registrations: Approximately 9,800 people (primarily maternity to preschool children). ・Record of surveys and focus groups: Over 300 instances. ・Survey response rate: Approximately 100% (based on company event booth examples).

◼︎Contact Information Company Name: MamaLady Inc. Location: 7F Matsuhiro Building, 2-3-2 Minami 1-jo Higashi, Chuo-ku, Sapporo City Business: Media, Education, Research Business Website: https://mamalady.co.jp/ Phone: 011-596-8106 Email: [email protected] Media Contact: Kamo d182325-1-068e3e49e3ecacd3b89826623d72c1bd.pdf