A newspaper advertisement published in the Yomiuri Shimbun morning edition on July 18, 2025, by Poplar Publishing Co., Ltd. and the "Tasuke Boo Boo" project team, won the "Runner-Up Prize" at the 42nd Yomiuri Advertising Awards on July 1, 2026. The "Tasuke Boo Boo" project team is engaged in awareness activities for the action "#TasukeBooBoo," which involves honking a car horn to call for help, in order to prevent children from being left behind in vehicles. As part of the project, they published the picture book "Butasuke's Horn," which teaches children left in cars how to call for help from outside. The newspaper advertisement features a creative design of the protagonist "Butasuke" from "Butasuke's Horn" desperately honking the horn and seeking help from the outside, along with a message to prevent children from being left in cars. Words on Receiving the Award Approximately 30,000 cases of children being left in cars occur annually. We want to save children's lives. With this desire, the "Tasuke Boo Boo" project was born. To convey that one can call for help with the car horn when trapped, we produced the picture book "Butasuke's Horn" with Keiko Shibata and others. We are now expanding this action with car manufacturers. We placed this ad as a declaration of our activities and to protect lives. About the "Tasuke Boo Boo" Project Recently, there have been a series of accidents involving children left in vehicles, with several accidents occurring in 2025. Survey results show that 54.9% of respondents have admitted to leaving children in their cars (JAF "Survey on Child Vehicle Accidents"), indicating a high potential risk of accidents. Although the mandatory installation of safety devices was implemented in April 2023, there are still many challenges such as introduction costs and operating conditions, making it insufficient to completely prevent accidents. In this context, attention is being drawn to car horns as a means for children to call for help themselves,