It was the coldest day in Shanghai. A Chinese girl in rags crouched down on the road of the city selling her match in the cold wind.

This is not a common box of match. On front of the box, printed the words: " There are many children still suffering from colds in remote mountainous regions like this little match girl. They need your warmth of love”, and a QR code on the back of box with the word "Scan and Donate".

• Implementation

It's very simple but effective, we just design the box of match with the QR cold on.

• Timeline

The charity campaign began at Jan.12 - Feb-20.

• Placement

Shanghai

• Scale

Nationwide

Chinese people were moved by the action of the little match girl on the roadside overnight. This activity earned over 20 media headlines, and 300 media reports, the topic created over 100,000 comments, influenced over 180,000,000 people, gained over 5,220,000 RMB donation.

Following this buzzed topic, many people posted the box of match on social media platforms to join the donation.