"Babies and Preparedness Circle Promotion Project" Spreads Across Japan

A comfortable world where babies are not troubled by environmental risks

"Babies and Preparedness Circle Promotion Project" Spreads Across Japan

Japan

Japan’s natural conditions make it unusually prone to natural hazards, including earthquakes, tropical storms and typhoons, torrential rain, and volcanic eruptions. Few nations rival Japan for incidence of earthquakes in particular, and some have called it a “land of natural hazards.”

The Japanese government’s response to these threats includes reminding all residents of the importance of everyday initiatives to reduce the potential harm of disaster and of “self-help”: taking individual action to protect oneself and one’s family (reference). For families with babies, emergency supplies specifically for those babies are as necessary as supplies for adults.

Pigeon's Approach to Disaster Preparedness for Babies

In September 2022, Pigeon launched the Babies and Preparedness Circle Promotion Project, which seeks to raise awareness more broadly of the need to take babies into account when preparing for disasters. We saw this as part of making the world a more baby-friendly place, and put the insight and data we have cultivated on babies over the years to use finding new ways to protect babies no matter what.

We also declared our desire to work with other organizations involved in disaster preparedness for babies, including municipalities and local governments, businesses, and other groups, to continue our work making cities more baby-friendly.

Growing Support from Municipalities and Local Governments

The number of municipalities and local governments supporting this project has grown since its start in 2022. By the end of October 2025, some 56 municipalities and local governments had declared their support for the project.

(List of supporting municipalities and local governments)

Bibai, Hokkaido／Takikawa, Hokkaido／Noboribetsu, Hokkaido／Sotogahama, Aomori／Morioka, Iwate／Shiraishi, Miyagi／Nishikawa, Yamagata／Minamisoma, Fukushima／Hitachiomiya, Ibaraki／Namegata, Ibaraki／Isezaki, Gunma／Kawagoe, Saitama／Gyoda, Saitama／Yokoze, Saitama／Kamisato, Saitama／Shinagawa, Tokyo／Inagi, Tokyo／Kamakura, Kanagawa／Joetsu, Niigata／Sado, Niigata／Namerikawa, Toyama／Komatsu, Ishikawa／Otsuki, Yamanashi／Hida, Gifu／Gamagori, Aichi／Minamichita, Aichi／Moriyama, Shiga／Koga, Shiga／Kasagi, Kyoto／Izumiotsu, Osaka／Kashiwara, Osaka／Higashiosaka, Osaka／Misaki, Osaka／Miki, Hyogo／Kawanishi, Hyogo／Mita, Hyogo／Ikoma, Nara／Uda, Nara／Kawanishi, Nara／Miyake, Nara／Wakayama, Wakayama／Hokuei, Tottori／Matsue, Shimane／Iinan, Shimane／Kagamino, Okayama／Anan, Tokushima／Aizumi, Tokushima／Higashikagawa, Kagawa／Matsuyama, Ehime／Kochi Prefecture／Sukumo, Kochi／Kumamoto, Kumamoto／Nobeoka, Miyazaki

※As of October 31, 2025

Concrete Support Initiatives

Public awareness campaigns in municipal bulletins

We help municipalities publish articles on the theme of disaster preparedness for babies, with input and oversight from Pigeon.

Donations of products

At the request of municipalities with whom we have cooperation agreements, Pigeon donates disaster preparedness products for babies at no charge

Regional cooperation in times of disaster

In some municipalities, we cooperate with local nursery schools, drug stores, and other organizations on disaster preparedness initiatives

Workshops on disaster preparedness for babies

Pigeon believes that imagining when and where a natural hazard might strike is one form of disaster preparedness. We hold workshops discussing what should be readily available to take along if evacuation is necessary, and what supplies should be laid in just in case.

Pigeon will continue to pursue the Babies and Preparedness Circle Promotion Project and stronger cooperation with municipalities and local governments.