Results and Effectiveness

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.

Creative Execution

We put the QR code in the reading relatived media, such as bookstore, and also the blinds relative media, such as blind massage parlor,then we linked these two medias with mobile so that the people who see the QR code will be resonated and participate. At the same time, those who donated the voice will also become one of our media too. They will spread the project spontaneously and call on more people to take part in it.

Insights, Strategy and the Idea

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.