Five years ago, Mr. Kiyotaka Yamana founded Scop (Social Communication Oriented Planning) with the goal of creating an organization that would have positive social impact but also be profitable. Since then Scop has teamed up with the advertising company Hakuhodo.
In 2006 Scop established an annual “Beloved Wife Day” (January 31) campaign to encourage shy husbands not accustomed to showing affection to hug their wives.
They even created a “Hug Mat” with a footprint diagram to help bashful couples position themselves within optimal hugging range.
“Japanese men tend to be very shy when it comes to showing affection to their wives. The idea was that if we have more people who appreciate their wives, we can move closer to world peace,” Yamana said.
The idea is spreading organically with chapters around the world, including in Los Angeles.
The campaign has five daily golden rules husbands should follow:
• Go home early, before 8 pm
• Create a relaxing atmosphere
• Call your wife by her name
• Look into her eyes
• Listen to what she has to say
Oh, yes, and don’t forget her birthday.