In Japan, Christmas is a time spent with family or other special people sharing Christmas cake. Seven popular confectioners cooperated and made their own original limited versions of a “Christmas cake with a piece missing.” These were sold at the same price as a whole cake, and the share for the missing piece went toward children’s food support programs in developing nations.

- We succeeded in communicating the meaning of contributions in a simple manner through the cake visual.- We were able to make the act of social contribution a familiar one and thus lowered mental hurdles.Equally gratifying was that many people from various parts of Japan asked to “buy a Christmas cake with a piece missing,” and that confectioners offered to bake such cakes again next year. Additionally, a great number of offers of support and cooperation were made to WVJ.*Over 165 media exposures *Media value of $3 million (100 times the budget).*420 million media impressions*Over 5000 people signed up for “Child Sponsorship” *About $1000 in donations (in the few weeks of the project)