People all over the world celebrate different birthdays every single day. So every day, we had different artist/celebrity sing their version of “happy birthday to you” and uploaded to 4 ringtone service sites, frequented by young audience. Songs can be downloaded to a cell phone for 105 JPY (1 USD), which can also be attached to a text message and send it to loved ones as a gift.

All the proceeds from the download will be donated to UNICEF. A song that celebrates life becomes a song that saves life.

Japan Committee for UNICEF was able to attract a new, younger demographic through their interest in music. Access to the website was over 1,000 PV every day. The project was picked up by various media with great interest, with publicity coverage worth hundreds of thousand USD.In just 4 months of the project thus far, the proceeds approximately equal 600 emergency treatment kit / 12,000 HIV/AIDS testing kits / 60,000 immunisations for measles / 80,000 oral vaccines against polio.