| Title | FOUR (FULL) IN LOVE |
| Brand | CHUNG YI SOCIAL WELFARE FOUNDATION |
| Product / Service | CHUNG YI CHILDREN'S HOME |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Entrant Company | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Advertising Agency | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Parris | Webgene Information/Inc. | Copywrite |
| Asa Shen | Webgene Information/Inc. | Copywrite |
| Will Huang | Webgene Information/Inc. | Internet Developer |
| Chris Lin | Webgene Information/Inc. | Internet Developer |
| Evan Yen | Webgene Information/Inc. | Senior Interactive Developer |
| Elaine Wu | Webgene Information/Inc. | Interactive Media Designer |
| Peter Hsu | Webgene Information/Inc. | Senior Interactive Media Designer |
| Michelle Tung | Webgene Information/Inc. | Senior User Experience Designer |
| Vicky Lu | Webgene Information/Inc. | Senior User Experience Designer |
| Tony Liu | Webgene Information/Inc. | Creative Director |
| Creya Hsu | Webgene Information/Inc. | Assistant Planner. |
| Lydia Chuang | Webgene Information/Inc. | Project Planner |
| Doris Chou | Webgene Information/Inc. | Senior Project Planner |
| Flair Cheng | Webgene Information/Inc. | Associate Project Account |
| Alumi Lu | Webgene Information/Inc. | Account Direcort |
All the network users are the TA. In particular, our core TA is families who have children between 0-6 years old as these people are most concerned about children's issues. But one thing we must take into consideration is - how can we increase online participation in spite of economic challenges? Startegy: "Group Gifting"! People in Taiwan like to pitch in for a gift. So we divided the acceptable price of a new outfit into 4 payments, making group gifting easier!
Different from the past, donations only provided substances requirement. However, what these children want the most is not just new clothes, but to see hope and be loved. Our campaign understands what they truly need so our execution was to actually make them feel "full of love" and blessed. This campaign is different from other donations. Even if you don’t donate anything for these children, they will not have problems in their daily lives. However our campaign has a deeper meaning for the children in Children's Home. It gives them hope for the future, and the courage to live.
Our theme: (Four) Full in love! Every gift of a new outfit is full of four people's love! We constructed a website and posted every child's story, dreams and wish of wearing new clothes. TA can choose any child they want to help and leave words of wishes. In addition, our objective was that we could successfully raise 120 pieces of new clothes in two weeks so that we could deliver the clothes to these children before CNY.
120 pieces were subscribed by 480 people within 5 hours on the day. The idea of chipping in a little encouraged more people to take part. Their love and donations spread quickly - all within a small budget! Online celebrities actively participated and shared about the story of group gifting, which generated the hundreds of thousands of media reports and exposure. We delivered new clothes of "love and wishes" to Chung Yi Children's Home the day before CNY. These 120 children received more than just new clothes but love and wishes from all over.