Using nail art, a fashion trend extremely popular among Japanese women of all ages, background and occupation, we invented a catalog of original nail art designs, each one representing one of those endangered species. The designs were introduced to more than 100 nail salons all over Japan. The aim was to develop a campaign that allows people to learn about endangered species and make donations while getting their nails done.

Moreover, the donors were welcome to share their experience and new nail art design on their SNS.

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.

During the three months that followed the launch of the campaign, many influencers of the Beauty and Fashion industries have experienced Donail, leading to a great flow of posts. In addition of our campaign shared on SNS and blogs such as Instagram, Donail was also featured in a large number of Fashion related and national newspapers as well as TV programs. Without using any traditional advertising, the campaign managed a total of 199 million impressions and 15 million reach.

Moreover, the famous Ueno zoo agreed to hold regularly a nail art event in its park and even the Minister of Environment gave her support to our project, leading to a new movement of donation across the country.

Japanese people who were less familiar with donation got to know more about the critical situations of many species, and to contribute to their protection with this new stylish platform.