Think Name Project: SATO 2531

Shortlist Award

SATO 2531

Think Name Project

Japan

2025

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Entrant Company

Dentsu Digital Inc.

Entry Type

Public Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Use of Data

Category

Creativity/Storytelling

Japan is the only country with a law requiring married couples to share the same surname, with 95% of women adopting their husband's name. Changing the law is challenging, especially with 90% of lawmakers being men. Asuniwa, a leading gender equality organization, partnered with Tohoku University’s professor to project the law's future impact, concluding that by 2531, "Sato" would be the only surviving surname in Japan. To spark conversation, 40 entities—companies, artists, manga characters, and athletes—renamed themselves "SATO." Armed with this data, Asuniwa shared the findings with UN Women, leading to a recommendation for Japan to revise the law within two years. A candidate advocating for change was then elected prime minister.

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Credits

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