Since 2000, NYK Line has been supporting JOICFP and MCCOBA by shipping reconditioned bicycles and school backpacks to developing countries under its corporate responsibility program.

In May 2005, representatives of NGOs that had received bicycles and backpacks, paid a visit to NYK to explain how bicycles saved the lives of mothers and children, and to show NYK that its contribution of transportation was greatly appreciated and made a real difference at the grassroots level.

The visits further motivated NYK, who, in cooperation with JOICFP, decided to launch a massive advertising campaign, solely to highlight its social responsibility. Throughout September, trains, subways and buses in Tokyo, Osaka, Nagoya and Yokohama, will carry advertisements showing how NYK's shipping assistance benefits people at the grassroots in developing countries.

The adverts include the image of an extremely popular Japanese animation character, which strongly attracts the attention of the public. There are three separate 3D-posters designed to resemble postcards, and they carry handwritten messages of thanks from a child in Afghanistan for her backpack, and volunteer health workers in Tanzania and Zambia for their bicycles.

As JOICFP has said before, making the effort to thank donors in person and keep them up to date on how their activities are making a difference is an important part of program sustainability. Furthermore, it can be seen that the building of partnerships between NGOs and the private sector can offer far-reaching benefits for both parties.