投稿日: 投稿者: jiyuuku2005

『人生会議』ポスター問題を考える

厚生労働省の『人生会議』啓発・普及ポスターが問題になって、掲載中止になった。

『人生会議』という言葉にまずギョッとしたのが、私の第一印象だった。実際には掲載中止になったから、インターネットのニュースで初めて見た。

ガン患者やその家族に支援をおこなっている団体からの抗議が報道されて以降、多分いろいろあって掲載中止になったのだろう。しかし私はその抗議に同調する気にはなれない。なぜなら、ポスターがガンによる死を前提にしているとは思えないのに、抗議内容はあたかもガン患者を前提にしていると言わんばかりで曲解しているように思えたから。ポスターのターゲットは、いわゆる今まさに元気に仕事や勉学に励み、生活を謳歌している一般の老若男女だ。

このポスターについて、いろいろな記事を目にするが、広告制作に携わっている者として、私なりに制作者視点で考えてみたい。

よく見た上での印象は、吉本興業が制作したこともあり、吉本興業主催の喜劇のポスターのように思えた。そうであるなら面白いと思う。しかし、厚生労働省の啓発ポスターとして見た時、どこか違和感があった。その違和感とは、国民の生命に係わる行政を担う官庁にしては、いささか『軽いな』というものだった。

表現に違和感を感じる。

問題のポスターの表現は、当事者本人の嘆きのコピーと、それを言っている当事者役の芸人のどうにもならない歯痒い顔があり、心電図のようなグラフィックのラインで死を思わせている。とはいえ全体的な印象はコミカルだ。ターゲットが元気な一般人であることを思うと、一定の理解はできる。シリアスな内容だけに真面目なお堅い表現にすれば見られないと考えたのだろう。しかし、コピーにもある『命の危機が迫った時』の複雑な感情が入り混じるであろう設定の表現にしては、コミカルに過ぎると思えてしまう。この、

『命の危機が迫った時』の扱い

がしっくりこないのだ。

例えば、コピーは当事者視点ではなく、残される側視点がよかったのではないか。『残される大切な人に後悔させたくない』と思わせるコピーのほうが、

婉曲的で深い意味を持たせることができたのではないか

と。ただインパクトは薄れてしまうかもしれないが・・・。

ビジュアルにしても、モデルのキャラクターも手伝って一見当事者を茶化しているように見えてしまい、ちょっとした揶揄に見えなくもない。むしろ、残される側の姿にフォーカスしたほうが、ここでいう『人生会議』をしておくことの意義に

説得力を持たせることができたのではないか

と思える。

あるいは思い切って、

コピーだけでもいい

ようにも思う。

元々は『アドバンス・ケア・プランニング』と言われたものを一般に馴染みやすくするために『人生会議』という愛称に変更したようだ。『会議』という言葉を使うところが役人らしいといえば役人らしいが、ビジネスライクであたたかみに欠け、無機質で乾いた感じがしないでもない。

厚生労働のホームページを見ると「もしものときのために家族・大切な人、そして医療者と話し合っておきましょう」というのがコンセプトのようであるから『会議』としたかもしれない。ただ人生や命はウェットなものであり、フィロソフィックなものであると思うから、ビジネスライクな『会議』という言葉との結合は馴染まないように思う。

コンセプトから考えた時、例えば『もしもプラン』『三者計画』『充実ケア』のような言葉が浮かんだ。そのためには会議と言わずとも家族などと話し合いはおこなわれるわけだから。

今回の問題でクライアントである厚生労働省にしても、制作した吉本興業にしても、双方に共通して感じたことは、

生への深慮と命へのデリカシーの不足

だった。

それから委託費という4,070万円もデリカシーのない金額だ(笑)

“『人生会議』ポスター問題を考える” への88件の返信

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