Challenge:

Bring awareness to the perilous and unlit trek of rural Chinese children,  as they head to school each morning.

Strategy:

Created and promoted China’s FIRST social game for charity purpose.

Launched on Tencent QQ and Wechat, the game was designed to gradually darken, so that players need to purchase street light props to light their path in order to continue playing.

Earnings from the game were used for street light construction in the real world.