| Title | SEARCH FOR 3.11 |
| Brand | YAHOO! JAPAN |
| Product / Service | SEARCH FOR 3.11 |
| Category | D01. Use of Digital Platforms |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Idea Creation 2 | YAHOO JAPAN CORPORATION Tokyo, JAPAN |
| Media Placement | YAHOO JAPAN CORPORATION Tokyo, JAPAN |
| Production | TYO CAMP KAZ Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Jun Watanabe | Yahoo! JAPAN | Creative Director |
| Shinya Uchida | Yahoo! JAPAN | Creative Director |
| Susumu Namikawa | DENTSU INC. | Creative Director |
| Masami Goto | Yahoo! JAPAN | Engineer |
| Kazuto Kitakado | Yahoo! JAPAN | Art Director |
| Naoya Oka | Yahoo! JAPAN | Art Director |
| Noriaki Morita | Yahoo! JAPAN | Art Director |
| Kenji Sakai | Yahoo! JAPAN | Art Director |
| Yuudai Satou | Yahoo! JAPAN | Planner |
| Yoshisuke Horiguchi | Yahoo! JAPAN | Planner |
| Kazuaki Matsumura | Yahoo! JAPAN | Producer |
| Masahito Senoo | Yahoo! JAPAN | Account Executive |
| Noriyoshi Minowa | Yahoo! JAPAN | Director |
| Youhei Kayahata | Yahoo! JAPAN | Director |
| Wakana Umemoto | Yahoo! JAPAN | Director |
| Juntarou Ei | Yahoo! JAPAN | Director |
| Naoko Takahashi | Yahoo! JAPAN | Director |
| Yuki Kumagae | DENTSU INC. | Art Director |
| Michinari Matsuwaka | DENTSU EAST JAPAN INC. | Copy Writer |
| Jiro Okubo | DENTSU INC. | Agency Producer |
| Takeharu Hanokizawa | TYO Inc. CampKAZ division | Producer |
| Soichiro Furuya | TYO Inc. CampKAZ division | Production Manager |
| Masahira Mizuta | TYO Inc. CampKAZ division | Production Manager |
| Kazuyoshi Hayakawa | TYO Inc. | Director |
| Tomohiro Hori | TYO Technical Launch Inc. | Cinematographer |
| Kento Takahashi | dadab Inc. | Director |
| Yuichi Miyata | dadab Inc. | Editor |
On March 11, 2017, Yahoo! JAPAN would run a one-day pledge drive called Search for 3.11, through which it promised to donate 10 yen (about 9 cents) to organizations involved in Tohoku recovery efforts for each person who entered the term "3.11" in its search engine. This would let anyone take part in recovery efforts from anywhere, anytime, using any device. It would also help to keep the disaster fresh in people's minds.
We created a system through which for one day, any search for the term "3.11" on the Yahoo! JAPAN search engine would result in a donation of 10 yen (about 9 cents), allowing anyone, anywhere to contribute anytime from any device.
Despite being limited to just one day, the campaign managed to attract a total of 4.29 million participants. It also spurred charity auctions, charity markets, and other spontaneous ideas from users wishing to contribute. The combined efforts generated over 100 million yen (about $900,000) in donations to Great East Japan Earthquake recovery support organizations.
For Search for 3.11, we utilized the search engine, which is the face of the Yahoo! JAPAN brand. We built a system through which anyone could easily provide assistance for ongoing Great East Japan Earthquake (3.11) relief efforts to keep the tragedy fresh in people’s minds. As a result, 4.29 million people took part in the campaign. This took the search engine to a new realm, functioning as a device that reminded users of 3.11 and collecting donations, and also boosting the image of Yahoo! as a socially-conscious brand. Curiosity about the brand itself also increased.
As people's memory of the disaster fades with time, contributions and support also decline. Our simple scheme allowed anyone to easily donate to recovery efforts using the instantly familiar platform of a search engine, in order to both raise funds and renew awareness of the tragedy.