We created a digital gallery to show the artwork of 36 general learning disabled individuals on an HTML5 page.

Users were able to engage these individuals by spending 1 RMB through WeChat Pay to purchase their painting. On the same day we advocated every WeChat user to frame this painting on their social space. By linking the paintings on social media, a continuous digital gallery was generated.

We decide to push the HTML5 page to all the Tencent staffs during the Charity Week. With an affordable amount of donation and simple user experience – purchased the artworks created by the general learning disables, users get to have interaction with this special group. Instant responses are generated through the social platform, which resulted in a growing Internet gallery, and multiple donations from one user.

1. 15 million RMB fund-raising is completed within only 5 hours.

2. The total number of clicks reached 41.83 million, with 5% donation rate. 1 of 20 Chinese participated.

3. People's Daily and hundreds of media reported this campaign. Earned media exposure valued 200 million RMB.

4. Included by more than 15 internet media as 10 Major Influential Event of the Year

5. Selected by Zhihu.com as 100 Globally Major Event of 2017