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 of 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.

“What would my life be like if I had a cleft condition?” sparked discussions among the public.

The campaign received a strong response, with a total of 23 million reaches. It attracted more than 70,000 to participate in “donating” faces the first day it was launched, got shared 25, 000 times, received donations from more than 56,000 people, and helped children from over 160 of poor families receive facial reconstruction surgeries.

But it’s not just about fundraising. “Donating Your Face” presented people with an intuitive perception of the prejudice and pressure patients with cleft condition would face. It is almost impossible to imagine what those people have to overcome in daily lives when it is hard enough for us to simply post a picture of ourselves on social media.