Title | DONATE YOUR FACE |
Brand | OPERATION SMILE/TENCENT FOUNDATION |
Product / Service | OPERATION SMILE PROJECT |
Category | C02. Use of Mobile |
Entrant | CHEIL WORLDWIDE Beijing, CHINA |
Idea Creation | CHEIL WORLDWIDE Beijing, CHINA |
Production | OCTOPUS Beijing, CHINA |
Name | Company | Position |
---|---|---|
Wei Xu | Cheil China | Senior Creative Director |
Penny Wang | Cheil China | Group Head |
Burger Yuan | Cheil China | Art Director |
Yuhan Zhao | Cheil China | Copywriter |
Daniel Qu | Cheil China | Copywriter |
Lee Meng chien | Cheil China | Senior producer |
Levi Duan | Cheil China | Technical Director |
Zafir Li | Cheil China | Technical Lead |
Polly Chu | Freelance | Creative Consultant/Copywriter |
Murphy Chou | Freelance | Copywriter |
Jacky Lung | Freelance | Executive Creative Director |
Hui Tang | HuiTu Image Group | Photographer |
Arrow Guo | Tencent Social Advertising | Vice General Manager |
Erin Yang | Tencent Social Advertising | Chief Creative Consultant |
Weijia Yang | Tencent Social Advertising | Senior Director of Brand & PR |
Ivor Xu | Tencent Social Advertising | Senior Brand Manager |
Jeffrey Zhao | Tencent Social Advertising | Senior Product Manager |
Huixing Wang | Tencent Cloud | General Manager |
Burt Liu | Tencent Cloud | Director of Copute Product Center |
Joseph Lu | Tencent Cloud | Project Manager of Operation Product Center |
Peter Wu | Tencent Cloud | R&D Team Leader |
Liam Huang | Tencent Cloud | R&D Team Leader |
Rainbow Gao | Pitu | Chief person in charge |
Ellazh Yang | Pitu | Product Operations Manager |
Ritata Yang | Pitu | Product Operations Manager |
Jue Huang | Pitu | Product manager |
Miley Shi | Pitu | Product Manager Assistant |
Yilia He | Operation Smile | Development Director of Greater China |
It’s hard to imagine what kids with CLEFT CONDITION are going through, Unless they live through it themselves. “Donate Your Face” turned people’s faces into those of children with cleft condition, Giving the public an intuitive perception of the unfairness and pressure those kids could face, To raise awareness and provoke thinking of this disease.
We created an interactive page on WeChat and invited consumers to upload their profile pictures. We used facial recognition technology to capture unique features of each users, AI algorithm to generate their simulated childhood photos with cleft condition then published them on social media. On March 25, 2018, one week before World Health Day, we launched the campaign on WeChat, China's largest social networking platform. In order to stir up a buzz, we invited public figures like the snooker world champion Ding Junhui, well-known entrepreneur Ren Zhiqiang, Yu Hai from Chinese National Football Team, and the Olympic badminton champion Li Xuerui etc. to participate, so that more people would see our actions could actually bring significant changes to children suffered from CLEFT CONDITION and that we could help them achieve more potentials.
“What would my life be like if I had a cleft condition?” sparked discussions among the public. The campaign received a strong response, with a total of 23 million reaches. It attracted more than 70,000 to participate in “donating” faces the first day it was launched, got shared 25, 000 times, received donations from more than 56,000 people, and helped children from over 160 of poor families receive facial reconstruction surgeries. But it’s not just about fundraising. “Donating Your Face” presented people with an intuitive perception of the prejudice and pressure patients with cleft condition would face. It is almost impossible to imagine what those people have to overcome in daily lives when it is hard enough for us to simply post a picture of ourselves on social media.
We didn’t launch this campaign to simply send a message, or to help NGO with fundraising. We did it to change the orthodoxies and behaviors of the public through effective interactions and accurate media choices.
In China, more than 1 billion mobile users are active on the largest social media platform-WeChat. They are enthusiastically sharing their best sides online, and it can be illustrated by the popularity of “beauty cameras” amongst younger generations. Meanwhile, those from Tier 1 cities show more social engagement than those not, and they are extremely addicted to mobile devices. Wechat in this context, can encourage thinkings and trigger actions in public by using big data labels to launch targeted advertising,as well as generating hot topics through the huge contrast created in its visuals. We encouraged users to share on social media their imperfect pictures with cleft condition, using visual and psychological contrast to appeal to their friends for more shares.