Shufunotomo and V POINT launch joint campaign to address issues identified in a disaster prevention awareness survey of women in their 50s to 80s

2025.08.19 Press Releases
Shufunotomo Co., Ltd. / CCC MK HOLDINGS Co., Ltd.

-About 40% of people feel they need disaster preparedness supplies but have not prepared any.-

Shufunotomo Co., Ltd. (Head office: Shinagawa-ku, Tokyo; President and CEO: Omiya Toshiyasu; hereinafter referred to as "Shufunotomo") and CCC MK HOLDINGS Co., Ltd. (Head office: Yokohama City, Kanagawa Prefecture; President and CEO: Yasunori Takahashi; hereinafter referred to as "CCCMKHD") have jointly conducted a "Disaster Prevention Awareness Survey" targeting women in their 50s to 80s using the online awareness survey "V Survey."Based on the survey results, in the run-up to Disaster Prevention Day on Monday, September 1, 2025, Shufunotomo will be publishing a special article on disaster prevention in its monthly information magazine, Yuyu, and will be running a limited-time joint campaign where disaster prevention goods and other items can be purchased at a 10% discount on the Yuyu online shopping site.

[Shufunotomosha x V-Point] This is the main image from a joint campaign to solve issues identified in a disaster prevention awareness survey of women in their 50s to 80s.

The survey results showed that approximately 40% of people do not have disaster preparedness supplies. It was revealed that 94% of people who do not have disaster preparedness supplies recognize the need for disaster preparedness supplies, but do not actually prepare them because they "don't know what to prepare" or "end up putting it off."The purpose of this campaign is to support people facing these challenges by providing them with both information and purchasing opportunities so that they can easily proceed with disaster prevention preparations based on expert advice.

About the special feature articles on disaster prevention in "Yuyu"

Survey of Senior Women's Awareness of Disaster Prevention and Key Points for Preparation Asked by Disaster Prevention Specialists

Featured Articles:https://youyoutime.jp/bousai

In this special feature, we ask disaster prevention specialists for their advice on how to prepare, and we present it in an easy-to-understand manner with illustrations. In addition, in a roundtable discussion about disaster prevention goods with Yuuyu reader models, we will deliver real opinions from multiple angles, including honest thoughts from the perspective of ordinary people, such as their anxieties and ideas.

[Shufunotomosha x V-Point] This is an explanatory image of a joint campaign to solve issues that emerged from a survey on disaster prevention awareness among women in their 50s to 80s.

[Shufunotomosha x V-Point] This is an explanatory image of a joint campaign to solve issues that emerged from a survey on disaster prevention awareness among women in their 50s to 80s.

In addition, those who view the disaster prevention feature will receive a special 10% discount coupon that can be used at Yuyu's online shopping site, Yuyu Shoten (Tomonote). The site offers a wide range of products to solve disaster prevention problems, including popular items such as carry pouches filled with disaster prevention supplies, foldable helmets and foldable toilets that address storage issues, and wearable sleeping bags that can be used as cushions on a daily basis.

Campaign period:August 15th (Friday) – September 30th (Tuesday), 2025
Campaign URL: https://youyoutime.jp/bousai

[Shufunotomosha x V-Point] This is an explanatory image of a joint campaign to solve issues that emerged from a survey on disaster prevention awareness among women in their 50s to 80s.

Yuyu Original Disaster Preparedness Goods 11-inch Pouch

[Shufunotomosha x V-Point] This is an explanatory image of a joint campaign to solve issues that emerged from a survey on disaster prevention awareness among women in their 50s to 80s.

Osamet Egg Folding Helmet for Disaster Preparedness

Shufunotomo and V-Points launch joint campaign to address issues identified in a disaster prevention awareness survey of women in their 50s to 80s

Foldable and washable emergency toilet

[Shufunotomosha x V-Point] This is an explanatory image of a joint campaign to solve issues that emerged from a survey on disaster prevention awareness among women in their 50s to 80s.

Cushion-type wearable sleeping bag

We hope you will take this opportunity to check it out, including for your family.

Shufunotomosha and CCCMKHD will continue to provide experiences and services that will enable you to live your life with peace of mind, while being close to your daily life.

[Survey Overview]

Survey period: August 1 (Fri) to August 7 (Thu), 2025
Survey method: V Survey (Internet research)
Survey participants: Women aged 50 to 89 (*)
Survey area: Nationwide
Survey objective: To understand the awareness of disaster prevention and disaster preparedness among women in their 50s to 80s

* Samples are collected so that the age composition is close to the population composition in Japan.

■ Overview of CCCMK HOLDINGS Co., Ltd.

Name: CCCMK HOLDINGS Co., Ltd.

URL:https://www.cccmkhd.co.jp/

Established: October 1, 2012
Using data-driven marketing that leverages a V member base of approximately 130 million people, we provide a highly accurate approach that spans both online and offline through the analysis of purchasing data. By conducting in-depth analysis of customer attributes and purchasing and behavioral trends, and consistently verifying effectiveness, we contribute to the realization of more effective marketing activities.

■ Overview of Shufunotomosha

Name: Shufunotomo Co., Ltd.

URL:https://shufunotomo.co.jp

Established: September 18, 1916 (Taisho 5)

Shufunotomosha was founded in 1916 (Taisho 15), and since the launch of the magazine Shufunotomo the following year in 1917 (Taisho 6), has published a variety of publications under the banner of "family happiness and improving the status of women."In recent years, we have been providing practical content that suits a variety of lifestyles.

Materials related to this matter

Shufunotomo and V POINT launch joint campaign to address issues identified in a disaster prevention awareness survey of women in their 50s to 80s

Media Inquiries

CCCMK HOLDINGS Co., Ltd. Business Public Relations Group
TEL: 045-522-8174／MAIL: cccmkpr@ccc.co.jp

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