Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
'Mainichi Newspaper' Social Good Campaign
Two campaigns for the price of one this week from Dentsu Tokyo and The Mainichi Newspapers, publishers of one of the largest newspapers in Japan, The Mainichi Shimbun.
The decline of newspapers has been a global issue over the past decade with a number of news outlets forced to either shut down or radically evolve their proposition to maintain relevance in a newly digital society.
In 2013, in order to help newer generations rediscover and understand the value of newspapers, Dentsu turned the packaging of a popular mineral water bought by younger consumers into a newspaper. Each day for a full month, the water would be wrapped in the day’s news, creating a new touchpoint for Mainichi Newspapers for a previously hard to reach audience. The campaign not only encouraged young people to take an interest and engage in current affairs, it also drove sales by providing extra value for the consumer.
Following up on the success of the News Bottle as a powerful new medium for inspiring action, Mainichi introduced the Donation Bottle in 2014. The aim? To change the newspaper into a media that makes people act.
The idea was to replace the packaging with articles that covered one of five worthwhile causes:
- Areas in the Phillippines recently struck by a typhoon
- HIV-infected orphans in Cambodia
- Greening activities for the mountains in Kenya
- Areas affected by the Great East Japan Earthquake
- Environmetal preservation of Mount Fuji
Consumers could choose the bottle with the cause they wished to support (with proceeds from the sale going to that specific cause), and educate themselves further on the issue by reading the article on the packaging.
The campaign resulted in the sale of 30,000 bottles in a month, and most importantly, the collection of a donation 30x larger than that of the previous year.
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.