DoNAILtion

Cashless payments surged by 60.9% in Japan due to the COVID-19 pandemic, with 93.3% of the population using cashless payment.*1
But only 18.5% of the population engages in online donations.*2
There was a need for Save the Children Japan, an international NGO for children, to search for a suitable place to encourage Japanese people to donate online.
Outcome
The small QR nails caught people’s attention and generated a great amount of interest in online donations. Those who noticed the nail enthusiasts’ QR nails or social media posts would scan the women’s nail right there and tap on the donate button on the Save the Children website with a single finger. The circle of support gradually grew through each individual finger.
RESULTS:
-655% increase in unique views of the donation site compared to previous year
-Increased number of unique views to the Child Emergency Fund website (April/May 2022 compared to April/May 2021 *Children’s Day in Japan is May 5th.)
-167% increase in online donations compared to previous year
-Increase in online donations through this project (April/May 2022 compared to April/May 2021 *Children’s Day in Japan is May 5th.)

*1 Source: Dentsu Cashless Project “The Second Attitude Survey on Consumer Cashless during Covid-19 Pandemic” December 2021
*2 Source: Japan Fundraising Association “Giving Japan 2021” / Yahoo! Japan “Awareness and Fact-Finding Survey on Online Donations”