World Vision Japan (WVJ) is an international NGO that helps support children in developing nations.WVJ needed to:- Lower mental hurdles to making social contributions among the general public.- Make them aware of the meaning of social contributions.There have been many charity campaigns before. But the mental hurdles to participate may have been too high.

A Christmas cake with a piece missing.- It is a Christmas Cake Shared with Children in Developing Nations.- A cake that allows you to support needy children and lets you see how you are contributing.

-Media value of $3 million (about 100 times the budget).

-410 million media impressions.

-Over 165 media exposures.

-Over 5000 people signed up for 'Child Sponsorship' (in the few weeks of the project)-All limited cakes were sold out. About $1000 in donations.-We succeeded in communicating the meaning of contributions in a simple manner through the cake visual.-We were able to make the act of social contribution a familiar one and thus lowered mental hurdles.