DONATE YOUR SIGNATURE

TitleDONATE YOUR SIGNATURE
BrandUNESCO NGO JAPAN
Product / ServiceILLITERACY AWARENESS
CategoryA07. Charities, Public Health & Safety, Public Awareness Messages
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Idea Creation BEACON/LEO BURNETT Tokyo, JAPAN
Media BEACON/LEO BURNETT Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN
Production DICTIONARY FILMS Tokyo, JAPAN

Credits

Name Company Position
Jon King Beacon/Leo Burnett Tokhyo Executive Creative Director
Takuro Nakajima Beacon/Leo Burnett Tokhyo Creative Director/Experience Designer/Copywriter
Uno Kunimoto Beacon/Leo Burnett Tokhyo Art Director/Designer
Shunsuke Kakinami Beacon/Leo Burnett Tokhyo Creative Director
Tomonori Oki Beacon/Leo Burnett Tokhyo Technical Director/Producer
Hiroko Okushima Beacon/Leo Burnett Tokhyo POS/Print Manager
Sentaro Yoshino Beacon/Leo Burnett Tokhyo Account Executive/PR Planner
Aika Miyake Dictionary Films/Cutters Film Director/Editor
Mitsuaki Timo Otsuki Dictionary Films/Cutters Executive Producer
Peter Grasse Dictionary Films/Cutters Executive Film Producer
Megumi Irino Dictionary Films/Cutters Producer
Megumi Irino Dictionary Films/Cutters Producer
Luc-Yan Picker Dictionary Films/Cutters Assistant Editor
Toshiki Kamei Dictionary Films/Cutters Colorist
Yusaku Yasuda Dictionary Films/Cutters VFX Supervisor
Tomomi Ogawa Dictionary Films/Cutters Assistant VFX Srtist
Kentaro Sunaga GRAPH Print Director
Ken Wakasa GRAPH Print Director
Masahito Ishibashi Freelancer Photographer
Yurika Hotta Material PR Director/Account Executive
Mika Archer MSL PR Director/Account Director
Kai Tanaka The OPEN BOOK Shop Director
Kan Morieda The OPEN BOOK Food Director/Chef
Saeko Nomura Dentsu Director of Cororate Philanthropy Department
Takeshi Koga CP Agent Payment Supervisor
Ryohei Suzuki STAR MICRONICS Technical Supervisor

The Campaign

Introducing 'Donate Your Signature', to let you experience the frustration of illiterate people for yourself by creating ‘unwritable’ receipts out of special paper that repels ink so it could not be signed. For most people in developed countries, it's difficult to empathize with the frustration of not being able to read or write. These abilities are so ingrained within them, they seldom consciously consider the problem. Especially in Japan a country where 99% of people are literate. So we offer the ‘real’ frustration in order to raise awareness and donation against the global illiteracy.

Execution

We created 'unwritable' receipts out of special paper that repels ink so it could not be signed. On the back of the receipt, your signature appears with the message to evoke donations; ‘Would you like to donate ¥500(=about 5 dollars) to improve the literacy of people who cannot even write their name?’ Customers could then tick a box and this donation would be added to their bill. And to make this idea even more powerful, we partnered with the renowned ‘literacy bar’ for aficionados of all forms of writing to congregate.

92% of people chose to donate when settling their bill. 100+ coverage by online news and blogs. 21% increase in individual donations from previous year.

The Situation

A simple act of signing at payment to be a donation act by making a receipt unwritable. A unique way of turning a receipt as media and act of signing into fund-raising opportunity that generated people's conversation online and social media.

The Strategy

Targets audience is all literate people in Japan, especially people who have higher literacy as 'literate' influencers (e.g. writers, editors, etc). As we needed to highlight the moments of being illiterate, we created a simple solution related to an occasion where they write something without thinking, when they sign for their credit card payments.

Links

Website URL