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June 9, 2011

Save the Children Japan and Sony to Provide Aid to Victims of the Eastern Japan Earthquake and Tsunami through “RESTART JAPAN Fund”

Tokyo, June 9, 2011 - Save the Children Japan (SCJ) and Sony Corporation (Sony) today announced that they have joined together on a new initiative to provide humanitarian relief and aid to victims of the Eastern Japan Earthquake and tsunami, directed particularly towards children - the foundations of Japan’s future. SCJ will establish the “RESTART JAPAN Fund,” which Sony will support not only through financial contributions, but also by spreading the word regarding project initiatives, providing educational programs, and through various other activities that utilize the combined strengths of the entire Sony Group. Funds generated as part of the “RESTART JAPAN Fund” will be used towards the "RESTART JAPAN Aid Project," which will leverage SCJ’s outreach in locations across the affected areas to provide aid and recovery assistance with a focus on psychological care, education and creative activities for children.

Save the Children has historically placed priority on child protection and care in its emergency disaster relief efforts. Shortly after the Eastern Japan Earthquake, SCJ set up “Child Friendly Spaces” in affected areas, and through a range of activities, SCJ is listening to and communicating the voices of children to the government with the aim of supporting the recovery of an inspirational society for children. “The ‘RESTART JAPAN Fund’ is an initiative that could only be realized through this private-public partnership,” said Hironobu Shibuya, Chief Executive Officer of Save the Children Japan. “It is also significant that such a creative project of global outreach is being jointly established by a leading global company headquartered in Japan and a Japanese NGO with the common objective of serving the world's children in need.”

As part of this effort, Sony Group companies will carry out various activities that harness each business' specific expertise to maximize Sony's contribution. As a first step, profits from the charity single “RESTART,” performed by “RESTART JAPAN with TUBE” in support of the recovery effort, will be donated to the “RESTART JAPAN Fund.” Released on June 8, the song was written and produced by the Japanese artists TUBE, of Sony Music Entertainment (Japan) Inc., and 173 celebrities who empathized with the spirit of this music, participated in the recording.

SCJ and Sony will jointly collaborate through the “RESTART JAPAN Fund” and “RESTART JAPAN Aid Project” to support the recovery effort. “We want to enable children to overcome the hardship caused by these devastating events and be pioneers of their own future,” said Hidemi Tomita, General Manager of Corporate Social Responsibility, Sony Corporation. “Through this partnership, we aim to build on the strengths of both organizations, and help bring about the mid to long term recovery of society that will ensure a bright future for children across the affected regions.”

About Save the Children
Save the Children is the world's largest independent organisation for children, making a difference to children's lives in over 120 countries. From emergency relief to long-term development, Save the Children helps children to achieve a happy, healthy and secure childhood. Save the Children listens to children, involves children and ensures their views are taken into account. Save the Children secures and protects children's rights - to food, shelter, health care, education and freedom from violence, abuse and exploitation.

For more information please visit

About Sony Corporation
Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $87 billion for the fiscal year ended March 31, 2011. Sony Global Web Site:

For more information about the company’s ongoing relief activities, visit

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