Save the Children


Agency: I&S BBDO


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.
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.
-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”

This professional campaign titled 'DoNAILtion' was published in Japan in May, 2022. It was created for the brand: Save the Children, by ad agency: I&S BBDO. This Ambient and Design media campaign is related to the Personal Accessories and Public Interest industries and contains 1 media asset. It was submitted about 1 year ago.


Person / Company/ Role
Yukina Oshibe/ I&S BBDO/ Copywriter/Creative Planner
Kohei Matsui / I&S BBDO/ Executive Creative Director
Takahiro Sakai / I&S BBDO/ Senior Creative Director
Masao Kosaka / I&S BBDO/ Art Director
Yu Sakura i/ I&S BBDO/ Producer

Koji Hyodo / Save the Children Japan / Director
Hiroko Yanai / Save the Children Japan / Manager
Shinobu Ota / Save the Children Japan / Communications and Media

Shinichi Kuwabara / THINKR / Executive Producer
Daichi Yanagita / THINKR / Chief Producer

Tobi Watanabe / Fearless Inc. / Cinematographer
Matt Ikehara / Fearless Inc. / Cinematographer

Haruka Kamada / dadab Inc. / Editor

Hiroshi Noro / N/A / Mixer

Diego Medrano / JK TALENT Co.,Ltd / Narration


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