Tencent and J. Walter Thompson Shanghai have leveraged a popular children’s folk song to encourage consumers to choose Tencent mobile top-up feature – and help keep rural children, left behind by parents seeking a better livelihood, connected with their families.
Over 60 million children are living with aging relatives in China’s remote, rural villages, left behind by parents who’ve migrated to cities to seek work. These villagers are often too poor to afford phones to help stay in touch.
To help these children, Tencent Mobile Top-up, Tencent Charity and One Foundation established the Echo Plan in 2016, which since has set up dedicated hotlines in Child Service Centres in some of China’s poorest villages to allow children to make calls to their parents. Every time a consumer chooses to top up their mobile phone with WeChat or QQ Wallet’s top up feature, Tencent donates a portion of proceeds to the Echo plan.
“Give us the time of a song”, the campaign video created by JWT for TenCent, aims to drive awareness of the Echo Plan, and encourage consumers to make a difference by topping up phone c...