This campaign started last year, and will finish on the 18th of November.
Quoting from the SGI website:
November 18 is the anniversary of the establishment of the Soka Gakkai.
Tsunesaburo Makiguchi, first president of the Soka Gakkai, and his disciple Josei Toda (second president) published the first in a series of writings outlining the system of soka, or value-creating pedagogy, on November 18, 1930, and this date marks the founding of the Soka Kyoiku Gakkai--the Society for Value-Creating Education. The word "soka," which was coined by Toda and Makiguchi, is a combination of Chinese characters meaning "create" and "value."
The group's aim was to reform the Japanese education system in order to foster the unique creative potential of every child, and this endeavor was further strengthened by the philosophy of Nichiren Buddhism which also stresses the vast untapped potential of every individual.