We created “Brave Babe”, an interactive poster that features a cartoon doll in the center. “Brave Babe” reacts verbally when touched on different body parts such as: head, hands, feet, chest and crotch. As a teaching aid, it is a fun way to interact with kids and also an effective tool to help them remember their body boundaries and more importantly, speak up against inappropriate touches on them, just like what “Brave Babe” does.

Lecturers and Volunteers at the Fund bring “Brave Babe” to their self-protection classes and leave them hanging at public areas in those schools and kindergartens, helping the kids refresh their memory.

We also designed a Social Design model that allows enterprises to participate. 1% of their children related product sale goes into the poster's further manufacture. This allows posters are continuously sent into schools for free.

Under our Social Design model, YILI started to support "Brave Babe" in Dec 2017.

The poster is further promoted through the following four channels:

1) Online feature on App (news’ feed App) to provide more info on the severity of child sex abuse issue in China (DEC 2017)

2) QR code on the poster that leads to Yili’s online shop for children’s dairy products. ¥1 is donated to further poster manufacture from every ¥100 made from Yili’s dairy product sales.

3) Further media exposure with “Girls’ Protecting Fund” attending popular online variety show – “Who Can Who Up” (aired 24 Mar 2018), attracting wide attention and therefore donation.

4) Crowd-funding sites on Taobao & JD.com allowing all consumer to purchase poster, as well as donating them directly to the Fund. (Feb 2018)

Crowd funding page on Taobao and JD.com generated over ¥250,000 support over two months’ funding period. Episode of variety show “Who Can Who Up Season II” gathered 30 million hits on iqiyi.com. “Brave Babe” has reached 1.9 million kids and 11 million parents with volunteers of “Girls’ Protecting Fund”. With our Social Design model that created an “all-win” operation loop, the number will keep climbing.