{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"HEALTH & WELL-BEING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"THE STOOL DONATION PLATFORM \r\n\"CHO-MUSUBI\"","is_link":false},{"keyword":"BRAND","content":"METAGEN THERAPEUTICS, INC.","is_link":false},{"keyword":"ADVERTISER","content":"METAGEN THERAPEUTICS, INC.","is_link":false},{"keyword":"AGENCY","content":"DENTSU INC., TOKYO\/\r\nDENTSU DIGITAL INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"RYO SASAKI\/NORIAKI OKADA","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"NORIAKI OKADA","is_link":false},{"keyword":"ART DIRECTOR","content":"RYOTA MISHIMA\/NATSUKI TOMODA","is_link":false},{"keyword":"COPYWRITER","content":"RYO SASAKI\/HIROKI ITO","is_link":false},{"keyword":"AGENCY PRODUCER","content":"KOHEI TSUKAGOSHI\/TOSHIKATSU HIRAI","is_link":false},{"keyword":"DESIGNER","content":"YUICHIRO IMAMURA\/MIYA SATO\/TAKUMI KAIYA","is_link":false},{"keyword":"PLANNER","content":"KINUKO HONMA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"AOI PRO. INC., TOKYO","is_link":false},{"keyword":"FILM PRODUCER","content":"AOI SHIRATORI","is_link":false},{"keyword":"ANIMATION DESIGNER","content":"RYOSUKE AOIKE","is_link":false},{"keyword":"MA MIXER","content":"JIN NAKATA","is_link":false},{"keyword":"EDITOR","content":"AKIHISA SAKAMOTO","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"RAGATE\/ONKIO HAUS\/FEVER CREATIONS\/SOUDA TOKYO\/TRYMORE\/FULLER","is_link":false},{"keyword":"POST PRODUCER","content":"SHOTA KUBO","is_link":false},{"keyword":"OTHER POST-PRODUCTION CREDITS","content":"SHUN MAYUYAMA\/HIRO IGARASHI\/MAYU YAMADA\/SHOGO OKAWA\/NAMIKO WATANABE\/\r\nMANAMI FUKUMASA\/GENKI MORITA\/MASUMI KANNO\/TOMOHIRO SHIMA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"This project is a healthcare platform that, for the first time, enabled advanced microbiota-based medicine to be socially implemented through citizen participation. While gut microbiota therapies show strong potential for treating intractable diseases such as IBD, the field faces a fundamental structural challenge: the raw material depends on stool from a very small number of exceptionally healthy individuals. No matter how far research and technology advance, medicine cannot function without a sustainable way to secure this rare resource within society.\r\n<br>\r\n<br>To address this challenge, the project invented a new model of stool donor certification. Traditionally, medical evaluations such as stool tests, blood tests, and interviews were confined within medical institutions and used solely to filter eligible donors. This project opened those examinations to the public as a process through which individuals could understand and improve their own health. By returning medical data as feedback to the individuals themselves, becoming a donor shifted from an act of medical cooperation into a health-driven pathway for participating in advanced medicine.\r\n<br>\r\n<br>This system was implemented through an integrated experience connecting a digital app and physical donation facilities. Participants first engaged with their test results through the app, gaining understanding and consent, before being guided naturally toward the physical act of donation. By designing digital and physical touchpoints as one continuous journey, participation in advanced medicine became part of everyday life rather than a specialized medical act.\r\n<br>\r\n<br>As a result, the project generated 250 donor applications within just two weeks, reaching one quarter of its annual target. In total, more than 1,300 applications were collected, leading to the first-ever certification of 27 gut microbiota donors in Japan. The initiative expanded beyond its original location, contributed to the launch of clinical trial drug development, and established a sustainable foundation for the social implementation of microbiota medicine.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The creative idea lay in redefining the meaning and role of donor certification itself. Traditionally, the examinations required for donor certification were treated as a filtering process to screen eligible candidates. This project questioned that assumption and transformed certification from a system for selection into a process for cultivating health.\r\n<br>\r\n<br>Medical evaluations such as stool tests, blood tests, physician interviews, and lifestyle assessments contain valuable facts for understanding an individual’s health. Instead of keeping this information confined within medical institutions, the project restructured it as feedback that citizens could understand and use to reflect on their own health.\r\n<br>\r\n<br>As a result, becoming a donor shifted from simply cooperating with medical research to a pathway in which individuals first learn about and improve their own health, and then support advanced medicine as an extension of that process. Stool donation, once associated with hesitation, was redefined as a proud expression of being among a very small number of healthy individuals. Redefining donor certification from a judged qualification into a health-oriented journey represents the core invention of this project.","is_link":false},{"keyword":"STRATEGY","content":"The strategy focused on closing the gap between advanced medicine and everyday citizens through data. While microbiota-based medicine holds strong potential, its progress has been limited by the challenge of securing gut microbiota as a rare medical resource, keeping the field largely confined to specialists. At the same time, the donor certification process already contained rich health data capable of helping individuals better understand their own condition.\r\n<br>\r\n<br>The project identified the opportunity that this data had never been returned to citizens. By opening medical data as information individuals could understand and act upon, the strategy created a pathway for active public participation. Stool donation, previously associated with hesitation, was reframed through data as evidence of rare health, reducing psychological barriers to participation.\r\n<br>\r\n<br>By starting with digital understanding and consent, then guiding participants naturally toward physical donation, the strategy balanced both volume and quality of donor participation. This approach enabled a sustainable supply of rare biological resources and directly supported the social implementation of advanced microbiota medicine.","is_link":false},{"keyword":"EXECUTION","content":"The execution was designed as a single, continuous experience connecting digital and physical touchpoints. The project developed a digital app where data from stool tests, blood tests, and medical interviews was presented not as clinical judgment, but as clear information to help individuals understand their own health. Medical terminology was translated into accessible insights that supported informed decision-making.\r\n<br>\r\n<br>Based on this understanding, participants were naturally guided to physical stool donation facilities. These spaces were designed to align with the knowledge and mindset formed through the app, creating a reassuring and seamless experience.\r\n<br>By integrating digital understanding, physical action, and data feedback into one end-to-end journey, participation in advanced medicine was implemented as an extension of everyday life rather than a specialized medical procedure.","is_link":false},{"keyword":"RESULT","content":"The project delivered clear and measurable results in a short period of time. Within just two weeks, 250 donor applications were received, reaching one quarter of the annual target. In total, more than 1,300 applications were collected, leading to the first-ever certification of 27 gut microbiota donors starting from Tsuruoka, Japan.\r\n<br>\r\n<br>In Tsuruoka, over 70 public facilities and local restaurants, including the city hall, supported participation efforts free of charge, enabling city-wide involvement. Partnerships were established with multiple medical institutions, including Juntendo University Hospital and Shonai Hospital. Following the initial rollout, a stool donation facility was opened in Tokyo, expanding the participation base to urban areas.\r\n<br>\r\n<br>In June 2025, clinical trial drug development using donated stool officially began, demonstrating tangible progress in the social implementation of advanced medicine. In parallel, health promotion initiatives were launched with ANA, a major Japanese airline, and leading food companies to support donor candidates in maintaining healthy lifestyles, establishing a sustainable model for ongoing citizen participation.","is_link":false},{"keyword":"URL 1","content":"https:\/\/chomusubi.metagentx.com\/","is_link":true},{"keyword":"URL 2","content":"https:\/\/stooldonation.metagentx.com\/","is_link":true}],"files2":[{"name":"ST02_009.mp4","type":"mp4"},{"name":"ST02_009_DI01L.jpg","type":"jpg"}],"count":2}