Prejudice, unfairness, Stress.

These are what children with cleft condition and their families have to face each day.

If they don’t receive timely and effective surgical care, the pressure would linger them, making them lose many opportunities.

"Operation Smile" is a non-profit charitable organization that provides free medical care to children with cleft condition from poor families. They wish to raise public awareness and make ordinary people feel what they face directly to provide more children with opportunities to change their destiny.

Would there be celebrities who are willing to show imperfect face in social media and face up with those children ?

The result excited us.

From November 2017 onwards, many celebrities shared their own portraits with cleft condition on Tencent Wechat&QQ, largest social media of China, and asked, “What if I were born with cleft condition? ",including Snooker World Champion Ding Junhui, well-known entrepreneur Ren Zhiqiang, Olympic badminton champion Li Xueyi, Olympic shooting champion Yi Siling, and national football player Yu Hai, etc.The number of their fans added up to over 50 million.

With celebrity effect and targeted advertising using big date, the topic quickly zoomed.