Ads by Category - Not For Profit
Red Cross Japan Appeal, "Donate a Plate", Ambient
This campaign found an engaging feel good way for patrons to donate to the Japan tsunami relief in a non-invasive way.
The environment was highly applicable (sushi restaurants) and relevant to the overall message. This campaign gave donating loose change to a charity a meaningful experience, and allowed any sushi restaurant to easily get involved with minimal output.
People like to give to charity as it makes them feel good, by giving the action a more tangible product it becomes more appealing and an experience. People were able to support the cause while not being put out in anyway and while enjoying their usual meal with friends.
I think the idea of placing the plates in the sushi restaurant windows helped spread the campaign in an organic, non-invasive way as well as making the business appear ethical.