Japan is a mega market for mobile phones, where almost everyone possesses one. Over the past few years, mobile phones have been associated with many crimes and social problems and their image had deteriorated.

However, should mobile phones be blamed for all these problems?Mobile phones should play a more positive role in the world, and we should unite our users.Our PR campaign focused on reinventing mobile phones from being just a communication tool into becoming a donation tool, to make the world a better place. In order to achieve this goal and re-launch our client mobile phone “jogging” application, we implemented a new type of donation campaign: “Every kilometer you run with your mobile, we donate 1 yen to green”.STEP 1:Download Run & Walk application to your mobile for FREE, and run.

STEP 2:For every kilometer you run, we buy the equivalent amount of seeds.STEP 3:We hand out seeds all over Japan.As a result, the campaign was picked up at more than 10 TV programs, numerous newspapers and magazines and we got 2 million dollars worth of media exposure.700,000 people ran, the total distance reached 4,000,000 kilometers, and we handed out 3,000,000 seeds!

We launched a new type of donation campaign through mobile phone,web,outdoor media.“Every kilometer you run with your mobile, we donate 1 yen to green”During this campaign, we calculated the total amount of kilometers run by our members, using GPS. Then we bought the equivalent amount of seeds and handed them out all over Japan.

As a result, the campaign was picked up at more than 10 TV programs, numerous newspapers and magazines and we got 2 million dollars worth of media exposure.700,000 people ran. The total distance reached 4,000,000 kilometers, and we handed out 3,000,000 seeds!