Client: Tencent 腾讯
Agency: 180China
THE UNTOLD SPORTS LESSONS
Agency: 180China
THE UNTOLD SPORTS LESSONS
Background:
Tasked with supporting an NGO's mission to provide sports equipment to underprivileged children in Sichuan Province, our challenge transcended beyond fundraising. We aimed to foster genuine empathy and concern for rural children lacking basic sports resources—a plight overshadowed by more prominent societal issues within China.
Insights: Field research unveiled a stark reality: in rural parts of China, children are not only deprived of essential sports equipment but are also unfamiliar with common sports like basketball and table tennis. This discovery highlighted an opportunity to bridge an experiential gap and illuminate the transformative power of sports in these children’s lives.
Solution/Results: Leveraging a modest budget, we orchestrated a social experiment video capturing the initial encounters of rural children with basic sports equipment, juxtaposed against their urban peers. This compelling narrative struck a chord, amassing over 500,000 views and successfully raising more than 1.7 million RMB. The funds profoundly impacted the rural communities, enabling significant upgrades to their sports facilities and equipment, thus enriching the children’s educational and recreational experiences.
Insights: Field research unveiled a stark reality: in rural parts of China, children are not only deprived of essential sports equipment but are also unfamiliar with common sports like basketball and table tennis. This discovery highlighted an opportunity to bridge an experiential gap and illuminate the transformative power of sports in these children’s lives.
Solution/Results: Leveraging a modest budget, we orchestrated a social experiment video capturing the initial encounters of rural children with basic sports equipment, juxtaposed against their urban peers. This compelling narrative struck a chord, amassing over 500,000 views and successfully raising more than 1.7 million RMB. The funds profoundly impacted the rural communities, enabling significant upgrades to their sports facilities and equipment, thus enriching the children’s educational and recreational experiences.
