| Title | SEARCH FOR 3.11 |
| Brand | YAHOO JAPAN |
| Product / Service | YAHOO JAPAN SOCIAL ACTION |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | TYO INC. CAMPKAZ DIV. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shuichi Nishida | Yahoo Japan Corporation | Project Producer |
| Atsuko Ito | Yahoo Japan Corporation | Main Planner |
| Chinatsu Sato | Yahoo Japan Corporation | Planner |
| Takaharu Yoshida | Yahoo Japan Corporation | Planner |
| Eiji Yoshida | Yahoo Japan Corporation | Brand Director |
| Susumu Namikawa | DENTSU INC. | Creative Director |
| Yuji Yokomori | DENTSU INC. | Copywriter |
| Yuki Kumagae | DENTSU INC. | Art Director |
| Chie Koda | DENTSU INC. | Art Director |
| Masataka Saito | TYO Inc. Campkaz Div. | Producer |
| Takeharu Hanokizawa | TYO Inc. Campkaz Div. | Producer/Director |
| Mariko Nishimura | Bascule Inc. | Web Producer |
| Sho Torii | Bascule Inc. | Web Producer/Director |
| Yoshio Kakehashi | Bascule Inc. | Web Technical Director/Programmer |
| Makoto Takeuchi | Bascule Inc. | Web Art Director |
| Mitsuru Sameshima | P/CAMP Inc. | Producer/Director |
| Hiroaki Yamashita | Freelance | Composer |
| Takeshi Kozono | DENTSU INC. | Account Executive |
| Koichiro Hirokawa | DENTSU INC. | Account Executive |
| Daisuke Sakai | DENTSU INC. | Account Executive |
Diminishing memories of the 3.11 Great East Japan earthquake and slow progress of reconstruction were the big social issues in Japan. The objective was to design a promotion which supports to solve these social issues using Yahoo!JAPAN's business domain, 'Search'.
Created a solution "Search for 3.11". On March 11th, everytime people search for “3.11” on Yahoo, Yahoo!JAPAN donate 10 yen （＝10cent） for reconstruction support. Aim was to achieve as much participation of all kinds of users in Japan as possible.
It was covered by many TV and web sites throughout Japan and total of media coverage was 498. Even the budget was only 8 million yen (=80 thousand US dollar), the media coverage advertising effectiveness reached more than 720 million yen (=7.2 million US dollar). Also the number of social media shares spread widely. Number of shares with facebook was 960 thousand and twitter about 220 thousand.
①The only action needed to support reconstruction was to 'search'. This was a most simple way to participate for many users who were willing to do something for reconstruction support. ②Making "3.11" as a search word, it leaded people to see and think again about disaster related search results and contents. This was also a simple way to bring back the memories.