The paradigm of design must drastically change to promote sustainable social development that considers not only economic growth but also human well-being and environmental sustainability. Some scholars argue that the central paradigm of design should focus more on the societal perspective. This article refers to such a socially oriented design approach as design for social innovation (DfSI). Our study identified key insights for designing and promoting a DfSI education programme by investigating and analysing a Japanese pilot case, the Design School at National Institute of Advanced Industrial Science and Technology (AIST-DS). Based on an analysis of in-depth interviews that we conducted with the AIST-DS programme managers and learners, we clarified the effectiveness and challenges of the programme. Furthermore, this article presents relevant design considerations for better planning and promotion of the DfSI education programme. Our case study findings are derived from a deep and detailed analysis, with practical implications for educators and researchers. Simultaneously, from an academic perspective, we hope that these findings will constitute a foothold for accumulating knowledge on DfSI education in the future.