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Industry Public awareness, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Japan
Agency Dentsu Public Relations Tokyo
Producer Koyo Tomita, Yuichi Otsuka
Designer Mayuko Hori, Yuki Takahashi
Creative Director Motomu Ishida, Takashi Fukui
Art Director Noriko Okamoto
Copywriter Yoko Okazaki, Marie Ono
Released June 2010

Awards

Cannes Lions 2010
PR Lions - Silver

Credits & Description

Type of entry: Sectors & Services
Category: Charity and Not for Profit
Advertiser: WORLD VISION JAPAN
Product/Service: CHILD SPONSOR DONATION PROGRAMME
Agency: DENTSU PUBLIC RELATIONS Tokyo, JAPAN

Press Release Planner: Tadashi Inokuchi (Dentsu Public Relations)
Press Release Planner: Akiko Sugiyama (Dentsu Public Relations)
Media Relations Manager: Hidehito Iwai (Dentsu Public Relations)
Media Relations Manager: Noriko Arakawa (Dentsu Public Relations)
Creative Director: Motomu Ishida (Dentsu)
Creative Director: Takashi Fukui (Dentsu)
Creative Producer: Michiko Ishihara (Dentsu)
Copywriter: Yoko Okazaki (Dentsu)
Copywriter: Marie Ono (Dentsu)
Art Director: Noriko Okamoto (Dentsu)
Designer: Mayuko Hori (Dentsu)
Designer: Yuki Takahashi (Dentsu)
Producer: Koyo Tomita (Dentsu)
Producer: Yuichi Otsuka (Dentsu)
Media Planner: Yuji Kimura (Dentsu)
Coordinator: Kohei Nakamiya (Shibata Shoten)
Print: Hiroyuki Tanaka (Seibido)

Describe the campaign/entry:
World Vision Japan (WVJ) is an NPO that provides food, clothing and educational support to disadvantaged children (through poverty, disasters and conflict). Compared to other humanitarian organizations such as UNICEF and Doctors Without Borders, WVJ is small. In 2009, it decided its size was restricting its growth in subscribers for WVJ’s Child Sponsor donation programme. Our agency was asked to develop a communication strategy for WVJ to enhance public confidence in them and raise awareness. The strategy adopted was a unique programme that Japanese people could easily understand and embrace, even for those who would not normally donate. This would raise WVJ’s profile and foster understanding of the original donation programme. Called the Love Cake Project, the programme brought together seven volunteer patissiers who created 'Love Cakes', mouth-watering Christmas cakes sold with a slice (one-eighth) missing. By paying for the whole cake, consumers donated the cost of the missing slice to WVJ. This campaign led to WVJ’s activities being widely reported in the media, raising recognition levels and encouraging a greater understanding of child sponsorship. As a result, in roughly one month Child Sponsor registrations reached 5,600, equal to nearly 80% of the entire previous year’s sponsor registrations.
Describe the brief from the client:
The goal was to revise the method of direct information delivery that the Child Sponsor programme had been using. A more accessible donation programme was required for use as a PR tool to broaden media exposure. This would raise the level of community awareness and understanding of WVJ’s work and its Child Sponsor programme. In turn, this would further warm familiarity with WVJ and deepen confidence in it. With these initiatives as the communication base, the ultimate aim was to increase the number of people registering as Child Sponsors.
Results:
Media exposure: the project was mentioned 165 times in leading Japanese media, creating 410,883,729 impressions in total. For a campaign that only cost USD 30,000, we gained media exposure worth the equivalent of USD 3 million in free advertising expenditure. In particular, reports by NHK, the national broadcaster, helped to raise public confidence in WVJ.

Revenue targets/results: the campaign ran from 20 November through 25 December. In that short time, some 5,600 people subscribed for the Child Sponsor program. Should subscribers continue to donate USD 50 per month, over USD 3 million annually would be generated for WVJ.

In the space of just over a month, this PR campaign achieved nearly 80% of the 7,232 Child Sponsors gained during the whole of the preceding year. Cake shops, resort hotels and others from across Japan have contacted our agency about participating in next year’s Love Cake Project.
Execution:
1) Gathering patissiers for their support.
The influential Japanese patissier Katsuhiko Kawada, owner of AU BON VIEUX TEMPS in Tokyo’s Setagaya district, was chosen as project leader. As someone very interested in charitable causes, Kawada persuaded celebrity patissiers in his network to participate in the project. Eventually, our agency recruited seven patissiers under Kawada’s leadership.
2) Spread the buzz with CGM. Our agency also recruited a group of campus beauty queens who undertake activities to contribute to society. This group, known as Sweet Smile, introduced the Love Cake at their Christmas Parties and other events, and blogged about their impressions and the reactions of people at their events.
3) As young people in Japan are very interested in charity, we created a manga comic called the Love Cake Project for iPhone distribution targeting younger consumers.
The Situation:
NGO/NPOs do not have a long history in Japan. Their position is not well established, and their donation activities have not attracted wide public participation. Against this background, WVJ had made considerable efforts during its 2009 activity year and boosted the number of registered members in its Child Sponsor program by 7,232. Nevertheless, compared to the 8,439 newly registered in the preceding year, the sponsorship program was clearly headed the wrong way. The agency was tasked with drafting a communication campaign to get more child sponsorship subscribers.
The Strategy:
Our agency concluded that a separate programme – simple yet symbolic – was needed to draw the attention of Japanese consumers to WVJ’s donation programme for disadvantaged children. We decided that by linking it to Christmas, this to encourage Japanese to think more deeply about children’s happiness.
We enlisted the cooperation of seven celebrity patissiers from popular cake shops, to create and sell Christmas cakes in the traditional round shape, prepared as a whole cake but with one slice missing. We arranged for these to be ready for the Christmas season when parents emphasize relations with children. The concept was 'share your Christmas cake with disadvantaged children in other countries'. When someone buys one of these whole cakes with one slice missing, the value of that missing slice is automatically forwarded as a donation, giving consumers the experience of making a donation to needy kids.

The Promo / PR Ad titled (movie) LOVE CAKE PROJECT was done by Dentsu Public Relations Tokyo advertising agency for World Vision in Japan. It was released in Jun 2010.