Campaign: The Smile Behind The Mask

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WPP company(s):
Bates CHI&MeThinks Shanghai
Client:
New Sunshine Charity Foundation

Overview

New Sunshine Ward School in Shanghai is an educational centre created by the New Sunshine Charity Foundation, for children with leukaemia who are not able to attend school. As part of the bigger fund-raising campaign called ‘Charity day 9/9’ by Tencent, Bates CHI&MeThinks created a series of visuals called ‘The Smile Behind The Mask’ to bring public attention to these children.

Results:

  • 2,053,000 people made donations.
  • Total donations worth $19,598,229.
  • 4 - education
  • 17- partnerships