Japanese Shoppers Are Striking ‘C’ Off Brands’ Logos For A Heartfelt Cause
By Mikelle Leow, 12 Sep 2022
You’d think that for a nation that loves its cats and cosplay, ‘C’ would be one of its favorite letters of the English alphabet. On the contrary, the character is being canceled in Japan through the month of September.
Brands with the letter C in their names are actually encouraging the public to remove it off their logos, as part of a campaign to fund cancer treatment research, called Operation deleteC. By now, you would have guessed that ‘C’ stands for the dreaded cancer. C u never, cancer.
Beloved snack company Calbee is among the initiative’s active participants, and it’s started a social media movement asking fans to strike off the first letter from its logomark in any way they can think of across all of its products.
ãã¤ã¾ããæ³ããâããæ²»çç ç©¶ã«ã¨ã¼ã«ãð¦— ããããããå ¬å¼ã (@jagarico_cp) September 3, 2022
Calbeeã®ãCããæ¶ããåçã« #deleteCå¤§ä½æ¦ #ã«ã«ãã¼ ãä»ãã¦æç¨¿ããã¨1æç¨¿ã«ã¤ã100åããæ¬æç¨¿ãRTã¾ãã¯ãããâ¡ããã¨10åããããã®æ²»çç ç©¶ã¸å¯ä»ããã¾ãï¼â
Customers with a pack at home may simply cancel the letter with a marker. Some have deleted the C by covering it with stickers, while others have involved their pets or soft toys in the project.
å¾®åãªãã…ï¼ð°ð¥https://t.co/kosb8NBR7d#deleteCå¤§ä½æ¦ #ã«ã«ãã¼ @deleteC_ https://t.co/Xdwbm4Msrw pic.twitter.com/9d49gsO75u— ã«ããã¤ð¥ð°ããã«ãã¥ã¼ãªã¼ã¿ãðã³ã©ãã«ã¼ã äºç´åä»ä¸ (@kanahei_) September 7, 2022
Suntory’s C.C. Lemon beverage happens to have two of the initial in its moniker, so it’s decided to join in on the effort, as well.
ã¿ããªã®æã§ð¤— ãå ¬å¼ãåæã¯ã«ã©ãã«!!! (@mx_colorful) September 3, 2022
çªçµã§ãç´¹ä»ããã¦é ãã¾ããã#deleteC #deleteCå¤§ä½æ¦ #ãµã³ããªã¼ #åæã¯ã«ã©ãã« pic.twitter.com/hWrwBPXRHf
As reported by grape Japan, stationery label Kokuyo has activated its customers to get all crass on the letter C for its popular Campus notebook line, as has glue company Cemedine for its stationery products.
Obviously, crossing out the C isn’t the only action taken in the movement. For every post created by the public for the campaign, participating brands have promised to donate ¥100 (US$0.70) to accelerate research for cancer recovery. Further, a simple retweet or like of a related post by partnering companies generates ¥10.
On its website, deleteC says it hopes to establish a system that’s easy for brands and individuals to take part in to end the fight against cancer.
“As research progresses, the day when cancer will be curable will come closer,” explain deleteC founders Nao Nakajima and Shiro Oguni. “We believe that as the circle of support expands… we will be able to pursue a new future of making cancer a cure.”
#deleteC ã#deleteCå¤§ä½æ¦— ã¿ãã@å¹´å KPæ°è¦â (@m1s0c0murder) September 7, 2022
çã¨æ¦ãæ¹ã ãã©ããåå©ãã¾ãããã«â¨ pic.twitter.com/vOksMQRAak
Coffee break âï¸ã#deleteC #deleteCå¤§ä½æ¦2022 #ã¿ããªã®åã§ãããæ²»ããç æ°ã« #Suntory pic.twitter.com/qqx35UwTGT— may (@middsphd) September 4, 2022
ç«ã®æãè²¸ãã¾ã( ΦáºΦ)â¨#deleteC#deleteCå¤§ä½æ¦ #ãã£ã³ãã¹ãã¼ã pic.twitter.com/SIsT5Vf58T— ãã¨ã³ãä»å£ãµãã¼ã¬ã¿ã¹ã (@hiyokoharumaki) September 3, 2022
Campaign:— daisyð¼ (@daisy81374725) September 3, 2022
Delete the character "C" from the photo of the designated sponsor's product and post it with the hashtag.
They will then donate to research on cures for cancer according to the number of posts they receive.#deleteCå¤§ä½æ¦#ãã£ã³ãã¹ãã¼ãhttps://t.co/Haf0s6M4WM pic.twitter.com/XX9MK9yVPK
ãããããªãâªã¨ã¾ããªãâª#deleteC pic.twitter.com/lZv01ZKdKj— atsusci1 (@Satsuscio) September 10, 2022
Cãæ¶ãã¦æç¨¿→ããç ç©¶ã«å¯éã§ããæ´»åã«åå ãã¾ã#JBCCãã¼ã«ãã£ã³ã°ã¹#deleteC pic.twitter.com/NG8rjcKVor— koto (@chiiko_kotoko) September 11, 2022
#deleteCå¤§ä½æ¦— uã¯ã¦ãã¨å ã¸è¡ãð (@2yytin6) September 12, 2022
è©³ç´°ã¯ãã¡ãðhttps://t.co/EfjxuFGOC1#ã¿ããªã®åã§ãããæ²»ããç æ°ã« @deleteC_#deleteC#deleteCå¤§ä½æ¦#KOKUYO#ãã£ã³ãã¹ãã¼ã pic.twitter.com/pfVlgSjofw
å¾®åãªããç§ãð¥°ð— ã¿ã£ããð ¿ï¸ððï¼´ï¼¹â¨ð (@tomo_love_mi) September 8, 2022
ã¬ã³ã¯æ²»ããç æ°ã«ãªã£ããå¬ããã§ãðð#deleteCå¤§ä½æ¦#deleteC#ã¿ããªã®åã§ãããæ²»ããç æ°ã« pic.twitter.com/d6yIo3tmSB
[via grape Japan and DeleteC, images via various sources]
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