Brief Explanation

Wechat is biggest social and instant messenger in the world, with 600 million users and 12 hours of daily usage; how can we leverage the resource to influence the society in a positive way? In our investigation, consumers stick on this APP through voice messages upon waiting for public transportations, during afternoon break, dining, and many other fragmented time. “Voice” is an invaluable asset of Wechat. Who will need voice? We discovered that China has 12.63 million blinds and more illiterates but very little audio publication to aid them. We love to leverage the fragmented time of audience to solve the social issues. Based on this idea, “the voice donor” platform was built on WeChat. Everyone can easily donate their voice to make voice books; the challenge is to make it simple, fun, and co-create for WeChat users – meaningful, yet easy to participate. Come mechanism: Upon registering on mobile, users will receive a text from the system to record in 1 minute long paragraph. After completion, the system will arrange the voices accordingly into voice-books. Reality show collaboration also took place. The host, during live broadcast on TV, online sites and mobile platform invited audience to participate through Wechat. After the program, more celebrities volunteered, and initiated a positive charity competition among celebrities. National icon Li-Bin-Bin’ fans finished a voice-book within 20 minutes. To donate voice and interact with Fans’ online for participation has become another fashion for celebrities in China. More than 21 celebrities volunteer to lead the voice donation. Echoed by more than 50 celebrities. Social media viewership reaches 210 millions, and independent visitors over 600,000 times. There are 1,200,000 donators and in average, they donate 4.9 times. Currently, WeChat consistently receive 100,000 voice donations, and already finish 112 voice books. Main stream media, including CCTV, major Newspapers, and internet news all reported positively. It also makes WeChat from an popular APP to an APP people will be proud to use.