Abstract

This case study presents how the Japanese national government and a leading dairy, Meiji, became aligned on asocial goal, the improved calcium intake of children. Email interviews were conducted with a corporaterepresentative and five public school teachers who experienced their classroom lesson about calcium. Meiji’soutstanding communication skills and its creative lesson content captured the hearts and trust of public schoolteachers. A significant difference from other food makers is that Meiji was able to catch the wave of agovernment-driven national campaign for promoting calcium intake. Using exceptional communicators aslesson instructors, Meiji successfully turned their CSR activity into forging a better corporate image in thepublic domain and the company entered a previously untapped school market.

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