Cultural / Context information for the jury

这是由腾讯的 "99捐赠日 "发起的一项活动，旨在让人们参与到保护家乡的非物质文化遗产中。它的特点是基于插图的主题传播设计，描绘了60年代的经典场景，灵感来自中国34个省的非物质文化遗产。这些怀旧的记忆提醒了人们保护濒危文化遗产的紧迫性。

Translation. Provide a full English translation of any text.

This is a campaign initiated by Tencent’s 99 Giving Day, to engage people in the safeguarding of intangible cultural heritage in their hometowns. It featured a thematic communication design based on illustrations, which portrayed classic scenes back in the 60s inspired by the intangible cultural heritage of China’s 34 Provinces. These nostalgic memories reminded people of the urgency of safeguarding cultural heritage in danger.

Please outline how the work was adapted, modified or was innovative

In collaboration with China Post, our direct marketing campaign featured postcards and stamps, print ads in travel magazines and themed bookmarks inside the travel books of each Province. All print collateral materials carried a QR code of the campaign website, where users could receive an e-postcard for a donation and invite more friends to join. Meanwhile，all of this print collateral materials carried a QR code for users to scan to access the campaign website, make a donation and got a e-postcards for inviting more friends to join.