JCCU and the Japan CO･OP Insurance Consumers' Co-operative Federation (CO･OP Kyosai) have launched a nationwide joint initiative under the new concept "100 Months CO-OP", aimed at strengthening support for families raising children and creating a consistent image of the CO･OP brand. The first phase of the campaign ran from February through May.
Although they are part of the same CO･OP group, home delivery and retail store businesses (provided by JCCU and its member co-ops) and insurance services (provided by CO･OP Kyosai) have tended to be perceived as separate, particularly among younger consumers.

Against this backdrop, JCCU and CO･OP Kyosai focused on "The Vision for the First 100 Months of Development" promoted by Japan's Children and Families Agency. The Agency identifies the approximately 100-month period from before birth until entry into elementary school as a particularly important stage for children's healthy growth and development.

This 100-month period also corresponds to the period during which CO･OP supports families from pregnancy through its various products and services, including baby food, home delivery, and CO･OP insurance.
Under the unified concept of "100 Months CO-OP," JCCU and CO･OP Kyosai aim to create a consistent brand image, attract new co-op members, and encourage greater use of CO･OP products and services.

As part of this initiative, the following two products were highlighted as practical solutions to help ease the concerns and burdens faced by families raising children.

Food Support: CO･OP Brand "Kirakira Step" Products
Developed in response to co-op members' comments such as, "I want to give my child food I can trust" and "Preparing baby food every day is hard work," Kirakira Step is a food product series for babies and young children. In addition to using domestically sourced ingredients and implementing rigorous quality control, the range includes "material-type" frozen foods that can be used immediately without any preparation. Easy microwave cooking also helps reduce the time and effort required to prepare baby food.

Insurance Support: CO･OP Kyosai Tasukeai "Pre-Birth Application"
In response to concerns such as, "What if my baby is ill immediately after birth?" and requests for coverage that begins as soon as a child is born, this program allows expectant mothers to apply during pregnancy for coverage for their unborn child.
Subject to certain eligibility requirements, expectant mothers who are less than 22 weeks pregnant can apply regardless of the baby's health condition, with coverage beginning from the day the baby is born. With an affordable monthly premium of 1,000 yen, the program provides coverage for unexpected situations soon after birth, including hospitalization and surgery.

As part of the initiative, JCCU and CO･OP Kyosai sought to raise awareness through a dedicated website, key visuals, TV commercials, and online video advertisements.

Through this initiative, JCCU and CO･OP Kyosai highlighted the value of CO･OP products and services that support co-op members and their families throughout the approximately 100 months from pregnancy until their children enter the first grade of elementary school.

The second phase of "100 Months CO-OP" will begin in the second quarter (July-September).