Recently in Korea, donation culture has been spreading. Unfortunately the young generation perceives donation as a serious and difficult act.

Change the perception of the young generation and to believe:

1) Donating can be easy and fun.

We found the solution in a culture of young Koreans. They are already enthused about collector toys! We create a fun and easy donating culture using toys.

Process is below.

We made new special limited edition toys. We wanted to make people surprised by this toy and talk about it. So we held a special launching show. During the launching show, people open the toy box without any information about this toy. People soon found out the figures lack a leg! The first reaction is shock and confusion, however soon people realize the limited edition figures were created to aid the 40 million children currently suffering as a result of civil wars. Additional payments made to purchase a special leg are donated; if you choose not to donate you simply receive an original leg. All proceeds from the sale of donaTOY are donated to children's charities.

The result was something of a surprise. Most people chose to pay more for a special leg and felt content knowing they had donated for a good cause. 95% of the participants agreed that ‘giving can be easy and fun’ and 90% stated they would like to donate in the future through another donaToy. Interest in donaToy rose as posting of individually customizes spread via SNS.

We found the solution in the culture of young Koreans who are already enthusiastic about collector toys. We create a fun and easy donating culture by using toys so young people easily can take part in.

Especially Sticky Monster Lab collectable toys are famous and some limited editions are sold out as soon as the product released. Young generations are crazy for these human-like collectable toys. The campaign collaborate this fever to donating war child. By using limited edition collectable toys which has one leg, we connected donation and young generation culture.

The result was something of a surprise. Most people chose to pay more for a special leg and love this unique toy. People are also happy for that their additional purchase goes to donation. 95% of the participants agreed that ‘donating can be easy and fun’ and 90% stated they would like to donate in the future through another donaTOY. People enjoyed customizing toys with special leg and spread this via SNS. That means, people participated in NO WAR activities spontaneously.

This is only the beginning. We intend to create a new donating culture among youth through another donaTOY edition.