The Mainichi Newspapers, one of Japan's major newspaper companies, wanted to take action to solve world issues as well as reporting them. In 2013, Dentsu turned the packaging of a popular mineral water into a newspaper. Following the success of the campaign, Dentsu and Mainichi introduced the Donation Bottle in 2014. This time, the packaging was replaced with educational articles that covered one of five worthwhile causes, including areas of the Philippines recently struck a typhoon and the environmental preservation of Mount Fuji. Consumers chose the bottle with the cause they wished to support, and proceeds from the sale went directly to the specific cause. To promote the campaign and drive more people toward the aisles, they created posters showing off the bottles.
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