We filmed three videos with surprising elements. The videos feature cacao (chocolate), coffee (caffè latte) and cotton (clothing). These products are often seen on Instagram, and contribute to child labor issues. We used the Boomerang feature and posted the videos on Instagram Stories.

At first, the videos look like trendy Boomerang content. Suddenly, they stop, and rewind. The rewinding shows the manufacturing processes. At the end, children working at plantations appear, making it clear that these products cause child labor issues.

We executed this campaign from February 9th to March 9th, which are around Valentine’s Day and "White Day".

(In Japan, women give presents (mainly chocolate) to men on Valentine's Day. Furthermore, there is a day called "White Day", one month after Valentine’s Day. “White Day” is the day for men to give return gifts to women who gave them gifts.)

At this time of the year, the demand for trendy goods or foods to give sharply rises.

We have posted one of the three videos on Instagram Stories for a month, and each day the video was changed.

As soon as the videos went live on Instagram, ACE website accesses increased by 8.4 times. Video views increased by 68 times than before. Ultimately, the dramatic increase in views by millennials, who were unaware of child labor issues, led to their heightened knowledge of the issues and participation in ACE's activities.