Left-behind children are a widespread social pain point in rural China. Due to parents having to migrate to cities for work, they have no choice but to leave their children in hometowns to be taken care of by elders. Remote mountainous areas also have education problems, and government-dispatched urban teachers going to rural areas to teach is time-limited. Most children see these city teachers as parents, so accompaniment is an urgent issue needing to be solved for left-behind children. Tencent Sustainable Social Value Organization aims to practice Tencent's mission of "Tech for Good". In three years, Tencent thus developed digital education, not only providing equipment in rural elementary schools, but replicating the sustainable development model of online teaching to over 30,000 villages.
The simple greeting "See you tomorrow" became an unbearable lightness between rural teachers and left-behind children. "Promise" is an important answer in this drama, not just from teachers to children, but from Tencent SSV to society regarding rural education issues. Although digital teaching cannot solve all educational problems, it is better than nothing for now. We have built a bridge. So "see you tomorrow"!
STRATEGY & EXECUTION
The video was based on a true story. We interviewed ten groups of rural teachers and principals, and shot on location at Mingtian Elementary in Lijiang, Yunnan. With the brand video series on the sustainable train, we plan to produce authentic brand stories over five years. Partnering with CCTV News and using a cinematic style, the video straddled documentary and realism. We hope in five years to edit it into a retrospective show on Tencent Video, presenting SSV's stories of sustainability.
This professional campaign titled 'Answer Me' was published in China in June, 2023. It was created for the brand: Tencent, by ad agency: Banana Balloon. This Content and Film media campaign is related to the Education and Electronics, Technology industries and contains 1 media asset. It was submitted 3 months ago by Head of creative: Akae Wang of Banana Balloon .
Agent/ Banana Balloon, Shenzhen
Production Company/LINKFILMS, Shanghai
Creator /Akae Wang, Zita Zou
Script Creation/Akae Wang,Zita Zhou, Xie Peng,Zhang Xiao Yue
Art Director/ Ken Lin, Auzan Huang
GM & Planner/ Tammy Sheu
Director/Editor/Re-recording Mixer: Xie Peng
Executive Producer/ Zhou Yang
Production Manager/ Liu Ting
Assistant Director/ Zhang Xiao Yue
Casting Director/ Liu He Yang
Camera Operator/ Wang Yu Ru