For one of the cultural initiatives, we recruited a group of women—the Ladies 80—who joined charity programs sponsored by UNICEF as part of its International Year of the Child campaign. We published the following message:
 
“The 1970s has been a decade of intense aspirational change, kicking off with the women’s liberation movement. With modern values in flux, women began to question the old ways and assert new forms of equality and respect. They came up with a variety of answers and, in the 1980s, they will continue to face challenges and come up
with the right solutions to enable true empowerment. To welcome the arrival of this new era, Kanebo is recruiting Ladies 80 to participate in charity programs sponsored by UNICEF. A Lady 80 exhibits true originality as a woman living in the 80s — someone who is aware of different cultures and social issues and challenges current thinking.”
 
Among 25,704 applicants, 66 were chosen to take part in events hosted by the local branch of UNICEF Japan. At the same time, they were featured as Kanebo’s spring 1980 campaign models and leveraged the opportunity to develop
their potential or convert it into a successful career.