Case Study

Challenge

Bring awareness to the perilous and unlit trek of rural Chinese children as they head to school each morning.

Strategy

  • Promoted “Mission Enlightening”, China’s first social game for charity.
  • Was launched on Tencent QQ and WeChat, China’s top two socialplatforms.
  • The game would gradually darken and players could purchase street light props to light their path and continue playing the game.
  • Earnings from the game are used for street light construction in the real world.

Results

1.1M
Participants
$268K
In Fundraising

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HYLINK THINKS
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