According to the ‘’Red List’’ that references all the species that are facing a high risk of global extinction, the world counts more than 20,000 endangered species. Although that number keeps on increasing each year, no significant evolution in the protection of those species has been noticed due to a lack of donations and funds.

Japan does not have a strong philanthropy culture. The donations collected in Japan every year are less than 1/10 of those collected in Europe and in the US. WWF Japan was in need of a solution to tackle those two issues: raise awareness on the endangered species and make donation more approachable.

In order to start the movement and raise awareness about our campaign, leaflets presenting each original animal nail art designs as well as the description of these species facing extinction, were distributed in nail salons. We started by launching the campaign in more than 100 famous nail salons that agreed to participate in the project, all around Japan in November 2015. In order to raise even more the awareness of the endangered species campaign, we also create partnerships with Japan Nail Art Association and nail art schools.

Furthermore to reach more effectively our targets, SNS influencers such as Instagrammers were called out to support and promote the campaign. Donators were also more than welcome to share their experience.

Publicity was also made in various fashion and style related media to increase interest on the campaign.