MOBILE PHONE → RINGTONE SITE → unicef
HAPPY BIRTHDAY TO YOU, HAPPY BIRTHDAY TO YOU, HAPPY BIRTHDAY FROM MY HEART, HAPPY BIRTHDAY TO YOU
A song that celebrates life becomes a song that saves life.
【MISSION】 This project was created to save the estimated 6 million children who cannot even reach their 1st birthday with the power of one song.
【IDEA】 SEND “HAPPY BIRTHDAY ” & SAVE BIRHTDAYS. People all over the world celebrate different birthdays every single day. So each day, different artist sings their version of “happy birthday to you.” Songs can be downloaded to a cell phone as ringtones attach it to a text message and send it to loved ones as a gift. All the proceeds from the download will be donated to UNICEF.
【CAMPAIGN】 ３６５ DAYS, ３６５ ARTISTS． So far, more than 100 musicians have stepped forward for the project. Other participants include athletes, actors, models, newscasters, comedians and even the first lady.
【RESULT】 １. Changed the attitude of young people for charity. Through their interest in music, young people started to look into UNICEF’s website. The demographic that was known for being indifferent towards charity came to realize the significance of UNICEF’s activities and made contributions.
2.　Publicity Various media picked up this unconventional charity project with great interest. The publicity coverage was estimated to worth more than $500,000.
3.　 The Proceeds In just 2 months of the project, the proceeds approximately equal... 450 emergency treatment kits / 1,800 mosquito nets to prevent malaria / 9,000 HIV/AIDS testing kits / 45,000 measle immunizations / 60,000 oral vaccines against polio / 150,000 disposable syringes
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