This is a poverty alleviation campaign launched by Tencent Charitable Foundation calling on people to plant hope for their hometowns. It is an illustration-based, integrated design full communication covering brand and corporate social responsibility. We took the local characteristics, food, agricultural products and intangible cultural heritage of 36 provinces in China and used childhood scenes from the 1960s to awaken people's fond memories.

We boldly extended the offline design materials and made the campaign a sustainable development project. We also completed the deployment of print ads, postcards and stamps of hometowns in major scenic post offices, and bookmark dissemination in cooperation with travel books. All print materials carried QR codes, which users scanned to enter the campaign page, make donations, and call for more friends to join. The campaign eventually brought 8,000 users to the project and completed nearly 20 million donations.