OVERVIEW

KAiGO PRiDE is a project to expand and strengthen nursing care in Japan through the power of creativity in order to realize a society where everyone can live peacefully and securely in their own way. In Japan, a super-aged society unprecedented in human history, there will be a shortage of 570,000 caregivers by 2040. We are developing “KAiGO-Branding” to foster self-respect among caregivers and welfare workers nationwide, whom we call “life creators,” and to earn respect from society. We are also promoting the formation of a “KAiGO-Ecosystem” to involve various players for the sustainability of nursing care in Japan, which we believe is the best in the world. We are developing diverse projects globally as a platform to give shape to the possibilities and pride in nursing care as KAiGO through the power of creativity.

VISION

A society where everyone can live peacefully and securely in their own way

To be able to grow old in one's own way with peace of mind. This means that people do not have to put up with or give up anything because of their advanced age or need for support. By expanding and strengthening the power of “nursing care,” we will realize a society in which everyone, both caregivers and care receivers, can live in their own way with peace of mind.

CONCEPT

KAiGO X Creative

By combining the power of creativity with the various issues related to nursing care, such as the shortage of nursing care personnel, we are transforming them into possibilities and pride.

Representative Director / Executive Creative Director / Photographer

Manjot S.Bedi

I have worked in the Japanese advertising industry for nearly 30 years. I started working on KAiGO PRiDE as a way to give back to Japan.
In advertising, there is always a problem to be solved, and creative content is necessary to solve that problem.
The issue of nursing care is a major social issue, and we will use the power of creativity to solve it so that we do not leave it behind for the next generation.
I believe that Japan's nursing care is the best in the world, but unfortunately, the reality is that nursing care workers are under-appreciated in Japan.
In this context, we will strengthen and expand the power of “nursing care” through cross-industry collaboration and global expansion, while branding the nursing care profession itself with the KAiGO X Creative concept.
Click here for a detailed profile.

Board Member, President of the Kumamoto Association of Certified Care Workers, and Former President of the Japan Association of Certified Care Workers

Junya Ishimoto

Since 1992, I have worked as a caregiver, consultant, and care support specialist, and currently serve as the director of a special nursing home for the elderly at Liddelight Home, a social welfare corporation in Kumamoto City.
For four years since 2008, he has served as President of the Japan Association of Certified Care Workers, a professional organization, and has worked to reflect the real voices of the nursing care field in policies by serving in various public positions, including as a member of the Social Security Council of the Ministry of Health, Labor and Welfare.
I believe that what the nursing care industry needs now is for the nursing care workers themselves to positively communicate the attractiveness of nursing care and to have confidence in their work.
Bringing nursing care to KAiGO! We would like to transmit our pride in Japanese nursing care not only domestically but also to the world.

Board Member, Associate Certified Fundraiser

Takayuki Koguchi

My father died in his early 60s, and in his later years he was supported by nursing care and medical support.
What I saw in these situations were professionals with soft demeanor and smiles, even in situations where even family members would have felt frustrated or disgusted.
I also realized that there are really few opportunities for the younger generation to obtain information about caregiving.
As everyone gets older, caregiving is their own problem and a social issue to which they should turn their attention. I feel that solving this issue is a mission that we should tackle now so that everyone can live their own lives in the future.
I will use my experience as an engineer/project manager for more than 10 years and my fundraising skills to take charge of the operations of this corporation.