The Brief

Wechat, the most popular messaging communication service in China, allows voice to be used as message during communication. Every day, hundreds of millions of voice messages are created. However, the voice function is considered as the chatting tool and no more valuable potential. We change voice message to voice donor and made a platform in Wechat called “The Voice Donor”, inviting users to contribute voices for the blind. Everyone only need 1 minute, 400 million users work together to solve the reading problems of China's 12.63 million blind people.

Creative Execution

We use the contact points: books and massage beds that people cannot avoid to invite people to take part in our activities in Wechat on proper time and location. Besides, the activity is based on the existing functions and services in Wechat so that people can take good advantage of their time to address a widely-concerned social problem, making them realize the function and the brand value of Wechat.

Describe the creative solution to the brief/objective.

In “the Voice Donor” platform, a one-minute text message is automatically pushed to the donors by system. Donors read out the text and then the system perform an analysis to the voice messages received and put them in order. An audio book with the voices donated will be provided on Wechat to the blind. In bookshop’s New Arrivals stand, empty pages book is set with a QR code in the back cover, inviting people to donate voice. QR-code is set under the couches in blind massage parlors too. Each donor can invite more friends to become voice donors in Wechat.

Results

Each donor is the propagandist and leader. They use Wechat and other social media to invite more people to donate voice. It makes voice donor with geometric ratio growth. In just 2 months, we have collected 10 audio books with nearly 200 thousand people’s participation and gain the social’s attention. The perception that people used to have towards Wechat and voice message function has been totally changed.