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.
Ordinary people can hardly feel the unfairness. Using facial recognition technology and AI algorithm, we created an interactive interface on Tencent WeChat, the biggest social media platform in China, turning people’s faces into children’s with cleft condition.
The campaign received a strong response with over 70,000 faces donated and money donated by more than 56,000 people.
But it’s not just about fundraising.
It also gave the public an intuitive perception of the unfairness those kids could face, provoking thinking of this disease.
Digital advertisement created by Cheil, China for Tencent Foundation, within the category: Public Interest, NGO.
Creative Directors: Jacky Lung, Wei Xu
Art Directors: Tengtao Yuan, Penny Wang, Yang Gang
Copywriters: Wei Xu, Han Zhao, Daniel Qu
Consultants: Yanyan Yang, Polly Chu, Murphy Chou
Producer: Lee Meng Chein
Technical Directors: Levi Duan, Zafir Li
Photographer: Hui Tang