Tohoku University established the Tohoku Medical Megabank Organization (TMMO) to conduct massive cohort studies with the aim of monitoring the recovery of the Great East Japan Earthquake victims. Given the unique nature of its objective, the TMMO focuses heavily on research communication and branding with stakeholders, namely, victims and other citizens, to help them participate and understand the importance of sharing health information. This issue features the story of the TMMO’s establishment after the earthquake, and the challenges and the success of the PR team.