The Campaign

Worldwide, approximately 1,000 females die due to pregnancy and child-bearing each day, and 99% of them are the ones in developing countries. To support them, JOICFP is collecting donations and working worldwide. (JOICFP is NGO for International Cooperation to support females / parturient worldwide.) However, Japanese young females have limited interest in this situation and JOICFP’s charity. Therefore we have launched our original “Charity Pinky-Ring” to give them the knowledge and to help them easily participate in the charity. As one Pinky Ring was sold for 350 Yen, 100 Yen which was the full amount of the profit, has been donated to young females in developing countries. That was a new original campaign with a keyword “Kawaii” (=it means cute or cool and this value has a big influence on Japanese girls). As a result, the rings became popular among young Japanese females who had no concern to the charity. The rings were sold over 18,000 units in 2 months after launched, and over 1,800,000 Yen have been donated. JOICFP was introduced in multiple media including TV, Social Media, and national newspaper. As a result, the visibility of JOICFP was increased.

The Brief

The Campaign’s goal is to inform young Japanese females of the actual state of developing countries, and to create a path for them to easily participate in the charity. Our target, young females, have low interest in charities, however, they have high interest in "Kawaii" and tend to spend their money on it.

Results

With the keyword “Kawaii”, “Charity Pinky-Ring” became popular among young Japanese females including ones who had low interest in charities. The rings were sold over 18,000 units in 2 months after launched, and over 1,800,000 Yen have been donated. JOICFP has achieved above in this short term, and was introduced in multiple media including TV, Social Media, and national newspaper. As a result, the visibility of JOICFP was increased.

Execution

As the first step, we had launched “Charity Pinky-Ring” available on Website, themed on subjects such as child-bearing, health, etc. The first production, 1,200 units, was sold in three days after its release on March 8th, International Women's Day. After the Great East Japan Earthquake on March 11th, we have produced new rings to support females in disaster areas. After that we started producing additional rings upon requests from commuters asking for it to be sold again.

The Situation

Japanese young females have limited interest in charities, and have very limited knowledge about what the females in undeveloped countries are suffering from. Moreover, the majority of the support persons for JOICFP were elderly, and JOICFP was less noted among young generation.

The Strategy

To attract young females who have no concern in charities, we have launched our original “Charity Pinky-Ring” with a keyword “Kawaii” (=it means cute or cool and this value has a big influence on Japanese girls). As one Pinky Ring is sold for 350 Yen, 100 Yen which was the full amount of the profit, has been donated to young females in developing countries. In order to give consumers a choice and opportunity for purchasing more than one ring, we have launched 10 different kinds of rings being themed on subjects that attract young females in both Japan and developing countries, such as child-bearing, health, romance, etc.