Cleft condition is just a physical defect rather than a capability defect. However, it can result in prejudice, causing children to lose many opportunities from their birth. Celebrities donated their widely recognized faces by turning them into ones with cleft condition.
They bravely posted these imperfect portraits on social media platform and asked, “what if I were born with cleft condition?”
The campaign made an enormous splash on Tencent WeChat, the biggest social media platform in China.
For the first time, the disease got exposed to people on such a large scale, raising public awareness of it.
Digital advertisement created by Cheil, China for Tencent Foundation, within the category: Public Interest, NGO.