The Brief

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 planned to create a system to give them the knowledge and to help them easily participate in the charity.

Describe how the promotion developed from concept to implementation

With a keyword “Kawaii” (=it means cute or cool and this value has a big influence on Japanese girls), we have launched a system of our original “Charity Pinky-Ring”. 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. Each design has two different colors, based on the idea “one for yourself, one for a girl in a developing country”. Rings are introduced and available on website for deeper understanding.

Describe the success of the promotion with both client and consumer including some quantifiable results

“Charity Pinky-Ring” became popular among young Japanese females with the keyword “Kawaii”. 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.

Explain why the method of promotion was most relevant to the product or service

There are two reasons for the success of the campaign. One is the methodology to connect the charity and a keyword “Kawaii” which is the value that has a big influence on Japanese girls. The other is the unit price of merchandise. The price, 350 Yen per ring, is affordable easily for young females, and it helps motivating them to take a part in the charity campaign.