The Campaign

Can you imagine people using just one foot, or two fingers, to join a charity walk? How does it feel to be in Jet Li's shoes? What if Jet Li was your messenger and helped you deliver a very personal message? And what if you could use all these to help rebuild Sichuan after the 2008 Earthquake? Jet Li’s One Foundation held a charity walk on the first anniversary of the Sichuan Earthquake to raise funds for the cause. However, not everyone could afford to participate in person. We created different innovative and fun ways to walk virtually. Sharing a pair of shoes with celebrities who were walking in Sichuan. Fingers walking on mobile phone keypads till they meet the celebrities along the way. Animated walking by shooting a walking character to create the longest ever walking animation... etc.

Success of the Campaign

Over a million people participated. Some simply helped us spread the news. Some walked miles and miles, virtually. The Walk became known throughout the country and covered by every kind of media channel.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Implementation: Months before the walk, a suite of messaging tools was launched for people to use and help spread the news. After that we launched a celebrity charity shoe auction where people could share a pair of shoes with celebrity walkers to give people a sense of participation. Just weeks before the walk we launched a virtual walking game so that everyone could join the walk even if they could not be in Sichuan. After the walk we launched an online relay to keep the momentum and spirit strong throughout the year.