Results and Effectiveness

At the national patient conference, we delivered a total of 200 eggs to the public, including government officials and reporters. As a result, it brings 15 media and websites to report the china dolls association, including CCTV, and Beijing Television, which made programs about "China Dolls" to the public. With the cost of 200 eggs, we reach 1 billion people through CCTV national broadcast.

Creative Execution

To let people having sympathy to the daily life of china dolls, we look for daily objects which have to be very delicate. Otherwise, we may break it like the bones of the china dolls. Using egg as the medium is best to mimics the fragility of the china dolls. The action to hold it , to draw on it, and to put it in the pocket, requires fine movement. The movements of china dolls are restricted by their fragility, but they have their own dreams and wishes. To them, even kicking a ball may hurt them. It is essential to let them express their dreams, and tell the healthy people, so that they can feel the heart of the china dolls.

Insights, Strategy and the Idea

Osteogenesis Imperfecta (OI) is also known as brittle bone disease, or china doll syndrome. In China, there are more than 100,000 china dolls. Like an egg, their bones can fracture easily. They have to spend their lives in bed, and live in an isolated world where people cannot see them, or feel the pain of them. Our objective is to let people aware of them, and create sympathy towards the group.