| Title | DONATE YOUR FACE |
| Brand | OPERATION SMILE/TENCENT FOUNDATION |
| Product / Service | OPERATION SMILE PROJECT |
| Category | B03. Social for 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 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.
The campaign received a strong response, with a total of 23 million reaches. More than 70,000 people participated in “donating” faces the first day it was launched, and got shared 25, 000 times on social media platforms ,standing up for children with cleft condition through their actions .More than 56,000 people donatedhelp children from over 160 of poor familie to receive facial reconstruction surgeries.
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.