UNICORN has started the "Advertisement Project for Everyone", which distributes advertisements with information that promote SDGs actions. Approximately 44% of users responded that they would “try” SDGs actions

UNICORN Inc.(Head Office: Shinjuku-ku, Tokyo, CEO: Sho Yamada), a subsidiary of Adways Inc.(Head Office: Shinjuku-ku, Tokyo,CEO: Sho Yamada), has started “Advertisement Project for Everyone(*1)” to deliver information that contributes to society as advertising creatives.

According to the "2022 User Awareness Survey on Internet Advertising (*2)" released by the Japan Interactive Advertising Association (JIAA), the trust level of Internet advertising is 22.3%, which is low compared to other media. Approximately 35% of the respondents had an image of “persistent/uncomfortable” and “disturbing/troublesome/annoying,'' and 20% had an image of “spurious/suspicious” and “misleading/deceptive.”

One of the reasons is that in the Internet advertising market, where consumers compete for attention from consumers through competitive bidding, metrics such as the number of ad impressions and clicks continue to take on a life of their own, making it impossible to provide the essential value that should be provided.

Under this situation, UNICORN has started the “Advertisement Project for Everyone,” which delivers information that contributes to society in the form of advertising, to provide the essential value that advertising should have, take a new approach to the advertising industry as a whole, and create opportunities for change.

As a first step, we distribute advertisements containing information about the 17 goals of the SDGs as "SDGs One-Word ads," and have accumulated users' reactions to them as data utilizing the UNICORN Interactive AD mechanism (*3) that allows users to actively interact.

The accumulated user response data is displayed on a special website as the "SDGs One-Word Ad Collection" to visualize users' level of understanding and interest in the SDGs.

As of June 10, 2024, we have obtained approximately 2,600 user responses, and regarding the distributed "SDGs information", 25% of users responded that they "knew it/are doing it", 31% said they “didn't know about it,” and 44% said they “would try it.”

UNICORN will continue to provide advertisements and products that can make a wide range of contributions to the stakeholders and users involved. Furthermore, in order to create an opportunity for the advertising industry as a whole to reconsider such “valuable advertisements,'' we plan to distribute “Advertisement for Everyone” using a variety of themes.

*1 Please see this note for an overview of the “Advertisement Project for Everyone”
https://story.unicorn.inc/n/n8952a6f76cf7

*2 JIAA “2022 User Awareness Survey on Internet Advertising”
https://www.jiaa.org/wp-content/uploads/2023/10/220231017_user_chosa_report_2022.pdf

*3 Please see this note for an overview of UNICORN Interactive AD.
https://story.unicorn.inc/n/n93ad615abaa2