People all over the world celebrate birthdays every single day. So every day, we had different versions of “Happy Birthday to You” sung by different artists/celebrities on a radio programme we produced with a radio station. We had the artists’ songs and their comments about this birthday project on air every night, right before midnight, when people are most aware of birthdays. This in turn made the time to celebrate life, the time to think about life.The songs are uploaded to 4 mobile ringtone service sites, frequented by young audience. Since the day of airing, songs can be instantly downloaded to a cell phone for ¥105 (US$1), which can also be attached to a text message and sent to loved ones as a gift.

The Japan Committee for UNICEF was able to attract a new, younger demographic through their interest in music. By allowing all the proceeds to go to UNICEF, they were made aware of their contribution regardless of their original intentions.

Access to the website was over 1,000 PVs every day. The project was picked up by various media with great interest, with publicity coverage worth hundreds of thousands of US dollars.In just 4 months of the project thus far, the proceeds approximately equal 600 emergency treatment kits / 12,000 HIV/AIDS testing kits / 60,000 immunisations for measles / 80,000 oral vaccines against polio.