'Operation Light-The-Hills' from Tencent guides children in mountainous areas safely to school

Tencent raised interest in fund-raising through gamification, with each gamer’s participation bringing about a new wave of shareable content and donations.

Campaign details

Award show: ROI FestivalAward category: Outdoor, smart screens, mobile media integration, social marketing, online gamingAward level: GoldBrand: Tencent Charity FoundationBrand owner: Tencent HoldingsCampaign name: 'Operation Light-The-Hills'Agency: Hylink GuangzhouIndustry category: Software and Network ServicesRelease date: November 2018Budget: RMB 20-50 millionCountry: China

Background

In the most remote of villages and the most mountainous areas of China such as the city of Suizhou in Jiangxi province, there are no streetlights -- a little-known fact for most. So, to arrive at...

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