Spikes Asia

$10 Tale of Forgotten Veterans

J. WALTER THOMPSON BEIJING, Beijing / TENCENT / 2016

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Overview

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OVERVIEW

Background

In China there exists a group of veterans who fought for China’s victory in World War II but had never been recognized by the government nor public for their sacrifices. The reason behind is a sad political issue due to a civil war in China after WWII. These veterans’ average age is now 92 years old. Those surviving still live in poverty. Most importantly, they never got recognized by anybody in the country.

LongYue is an NGO helping them. We wanted to help them receive their due recognition and get financial aid.

Execution

In 2015 September, a week before the 70th anniversary of China’s Victory in World War II, we launched this campaign. Through China's most famous social media-Tencent Wechat platform (the Facebook in China), we posted a HTML 5 page link with an attractive headline to draw people’s attention for click. On that HTML 5 page we asked visitor to take a photo of a common 10 RMB note from their pocket, then HTML 5 does a quick image comparison by using HTML 5 Canvas algorithm to further drive their attention and redirect the page to reveal a secret video. In fact it is the actual battlefield in WWII China. The story of the forgotten veteran got revealed. This is a secret story that their government will never tell them in their history books. After the video, they will be redirected to the donation page of the NGO. They could then donate the 10 RMB note in their hands to help them.

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