Spikes Asia
25 HOURS ADVERTISING, Shanghai / TENCENT / 2023
Overview
Entries
Credits
Background
This program has been running for two years, all of which has been during an ongoing pandemic and economic downturns. Many people had lost their jobs and resources. Many have had their lives threatened by the abrupt drop in household income, especially disabled children.
Tencent Charity has launched the “Angel Investors” programe on WeChat, a social platform with billions of users. Requiring only 1 RMB, everyone can become an Angel Investor.And with that investment, these broken-winged angels will receive vocational training and find decent jobs with their newly developed skill sets.
This programe has made Disabled people need not be seen as receivers of social assistance, but rather, people who deserve equal opportunities to integrate into society. It's also a sustainable business model.
Idea
As the Chinese saying goes, “Every disabled child is an angle with broken wings.”
That’s all the more reason to invest in their dreams. With that in mind, Tencent Charity has launched the “Angel Investors” programe. Disabled people need not be seen as receivers of social assistance, but rather, people who deserve equal opportunities to integrate into society.
Strategy
In the context of the ongoing pandemic and economic downturn, if parents of disabled children lose their jobs, they need social assistance, right?
Not true. They simply want to live with dignity, like ordinary people.
Execution
The program was launched on WeChat, a social platform with billions of users.
Requiring only 1 RMB, everyone can become an Angel Investor.
And with that investment, these broken-winged angels will receive vocational training and find decent jobs with their newly developed skill sets.
Outcome
Through WeChat’s powerful social networking and sharing features, this program was exponentially reposted, resulting in 70 million exposures, 5.93 million interactions, and ¥487,767 raised.
However, raising money is just the first step of many. After a year of preparation, the investment has turned into a bakery.Our angels have found themselves steady jobs. Our investors received a valuable dividend—hand-made bread from the angels themselves.
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