With 600 million users, averaging 12 hour weekly usage, Wechat has been the most popular communication APP in China. But people consider it a communication tool without much emotional connection. To build Wechat into a life-partner of consumers, Wechat decided to broaden the usage and led consumers to re-think the role of Wechat in their daily lives.

According to studies, most consumers use Wechat during their breaks from other activities. Voice function is less familiar among new, well-educated users, but beneficial to the blind and weak sighted. A PR campaign is developed to encourage usage of voice function to the blind as a charitable gesture, and thereby graduate the brand from simply a tool to a life partner – “The Voice Donor”.

We chose two high correlation media: a new book section of bookstores, and massage beds in blind massage shop. (In China, almost 50% of the Chinese blind are employed by massage parlors, and the blind massage parlors is a place where ordinary people are most likely to have contact with the blind.) Consumers at the massage shop could use the QR code to invite the voice donor. All attendants can donate one minute of recording via voice function on Wechat; It turns out 200,000 people participated within 2 months, completing 10 books worth of voice recordings for blind people.

In the bookshop’s New Arrivals stand, We’ll set all the pages empty book, and there is a QR code in the back cover, inviting people to donate voice .We also set QR-codes under the couches in blind massage parlors . Guests will inevitably receive an invitation to be voice donors. Each donor can go on WeChat and invite more friends to be voice donors.

Simply connect to The Voice Donor account, and read words the system sends in 1 minute, we’ll collect the voice files and produce mobile audio book, enabling the blind to hear by Wechat.

Each donor also be the propagandist and leader, They use Wechat and other social media invite more people to donate the voice. It makes voice donor with geometric ratio growth .In only two months, Wechat has collected 10 audio books with the voices of nearly 200 thousand people. The Voice Donor and Wechat also get the attention of society , and also widely reported by the media. While the blind people get benefit, the Wechat users gain a greater sense of satisfaction from the activity at the same time.