JA ZENCHU (Central Union of Agricultural Cooperatives), an apex organization of agricultural cooperatives (JAs) in Japan, launched an online publicity project with major web search engines such as Google and Yahoo as well as a video hosting site YouTube to promote better understandings of the people on self-reforms of JA’s organizations and activities of farmers’ cooperatives themselves.
JA ZENCHU’s online video shows a scene of cooperation made by various people with power of a bull to remove a big tree blocking a road. (© JA ZENCHU, Tokyo, Japan)
JA ZENCHU’s online video, named as “JA wa mirai-e-tsunagu (literally, JA is leading to your future.)” is highlighted by an animation story drawn with a single stroke, telling net viewers about a sense of values created by cooperatives.
The animation has an impressive story of cooperation with a special emphasis on various functions played by young people, aged persons and co-living animals to overcome difficult problems facing them by making the best use of their diversity.
The story ends with a message of “One for all, all for one,” which is a common motto adopted in cooperative movements throughout the world.
In addition to the animation, JA ZENCHU’s online publicity provides viewers with updated information regarding self-reforms of JA’s organizations including ZEN-NOH (National Federation of Agricultural Cooperative Associations), JA’s national marketing and supply business organization.