Home Campaign
The purpose of this campaign is to raise donation for One Sky. It is a non-profit institution in China, which provides a support system of caretakers for orphans.
To protect the privacy of children, these print ads intentionally avoid using children's photos. The contrast between hand drawing illustrations and graphic Chinese character well expresses a sense of childishness. It coveys the meaning of OneSky that is to make orphans really feel the care and love from the community. Therefore, they can play, learn and grow like real kids and enjoy carefree childhood.
It is a convention in asian restaurants that fortune cookies are distributed when customers ask for bills. It usually says maxims or teaches Chinese words. Partnering with Chinese restaurants, they will send out special fortune cookies with the meaning of "家" character and information about OneSky. This execution can reach audiences who have potential interest in helping Chinese children. Customers can simply add donations onto their bill. The simplify procedure is more likely to cause action.
Every time when people type "home" or "family" on twitter, there will be a window pops up and suggests them to use the "jia" symbol to support and help Chinese orphans. By involving celebrities, the twitter campaign will raise more awareness about this issue and collect more donations.