Wechat is popular, but forwarding and “likes” don’t lead consumers to attend “the voice donor”. To consumers, charity should not be just charity, also with fun. How can we make the communication fun and entertaining? So, we decide to demonstrate the campaign in a live TV show. “The voice of China” TV show, serves as a direct invitation to call for action in a fun and entertaining way, meanwhile achieving direct results in real time to encourage more participation.

We initially launched an activation to create the association between voice donor 2.0 and “Voice of China”, encouraging audience to share their voice to “the voice of China” to achieve the goal of completing 20 new audio books to assist the blind and illiterates on social media first. Then the host, Hua Shao, famous about his speed of speaking, demonstrated the mechanics of voice donor on live broadcast, invites celebrities and audience to complete a voice book together. This leads more celebrities to volunteer afterwards. Under the need of publicity along with “left-behind in charity” pressure, celebrities competed with each other across number of fans participation, as well as the fast record to complete the book. The superstar, Li-Bin-Bin and her fans took only 20 minutes to complete a voice book, which is the fastest on the record.

• More than 21 celebrities volunteer to lead the voice donation. Echoed by more than 50 celebrities.

• Social media viewership reaches 210 millions, and independent visitors over 600,000 times. There are 1,200,000 donators and in average, they donate 4.9 times. Currently, WeChat consistently receive 100,000 voice donations, and already finish 112 voice books.

• Main stream media, including CCTV, major Newspapers, and internet news all reported positively.

• It also makes WeChat from an popular APP to an APP people will be proud to use.