On September 9, 2015, Tencent Charity first created the "99 Charity Day " event. Over the past three years, "99 Charity Day" has developed into a relay event for public welfare for all, and has gradually established a public welfare brand with a complete system and close cooperation.
This year, Tencent Video , Tencent Entertainment, and Tencent Charity jointly launched the "99 Charity Day Relay Plan", gathering dozens of celebrities and carrying out four theme activities in Beijing, Shanghai and Shenzhen, "Guardian of Love", "Listen with Love", "Enjoy with Love", and "Walking with Love" in Beijing, Shanghai and Shenzhen.
Build the Great Wall to contribute to historical monuments; join hands with leaders and charitable people from all walks of life to participate in the Starry Sky Speech ; organize 24 children with the help of Dandelion Children's Development Center to participate in the Super Penguin Celebrity Competition with NBA stars and celebrities from all walks of life to drive the whole people and participate in the Penguin Cool Run Charity Exhibition. In addition to offline activities full of positive energy and love, 99 Charity also echoes online and calls for 99 Charity Day. The 18 celebrities' love relay live broadcast will last for 2 days. 9+9 celebrities including Yu Menglong , Xing Zhaolin , Hu Bing , etc. will broadcast live broadcasts one after another. Through "self-made gifts" and "reading famous works", they will advocate attention to public welfare and give their love. From culture to entertainment, from entertainment to sports, the "99 Charity Day Relay Plan for Love" is relaying around, bringing 100 million exposures to love.
"Star + Charity": The influence of charity can reach the order of magnitude
As the first of four theme activities, "Guarding Love and Guarding the Secret Party on the Great Wall" took the lead in speaking out. On September 7, TFBOYS member Yi Yang Qianxi appeared on the Great Wall as the image ambassador of the Great Wall Protection Public Welfare Fund of the China Cultural Relics Protection Foundation, helping to protect the Great Wall, and was awarded the title of "Guardian of the Great Wall". At the "Secret Party on the Great Wall" event, Yi Yang Qianxi expressed his gratitude that he was very honored to be able to participate in the activities to protect the Great Wall. He hoped to take this opportunity to convey love and arouse more young people to protect the Great Wall.
From the "Ice Bucket Challenge" to the protection of the Great Wall, Yi Yang Qianxi has always forgotten his responsibilities as an idol and has practiced his participation in charity activities. This spirit has infected the vast number of young people in its inaction, making young people aware of the mission and responsibility of participating in charity.
The support of celebrities undoubtedly makes the public welfare influence reach the order of magnitude in a short period of time, while another speech activity with more celebrities participating is being followed up simultaneously. On June 25, 2016, the "Starry Sky Speech" hosted by Tencent Video and Tencent Entertainment for the first time gathered guests from various industries and fields such as Huang Bo , Wang Kai , Liu Yan , Zou Shiming, Tian Pujun , Dong Zijian , etc., to fade away, telling life stories and sharing life insights as speakers, arousing the audience's thinking. Celebrities with their own traffic and unknown stories are extremely disseminated. In order to create a "new height of entertainment activities culture", Starry Sky Speech is positioned as a young group who is brave in innovation and pursues progress, and has achieved this fit from inviting guests to the content of the speech. With "no sensationalism, no routine, no model" as the core of the program, we will directly reach the target audience with truth and sincerity.
"In the vast sea of stars, stick to a dream." In order to convey positive energy values and make ordinary people feel real and the role model power of celebrities, in the 99 Charity Relay Plan, Starry Sky Speech also specially launched the "Listen with Love·Starry Sky Speech Special Edition". The program invites entertainers Yu Haoming , Yi Nengjing , Dapeng , Golden Bell Award-winning director Shen Keshang, and Wang Yiou, Secretary-General of the Illness Challenge Foundation, and Niu Ge, who is doing charity through live broadcasts, participated.
Compared with previous programs, in terms of guest lineup and speech content, the "Special Edition of Charity" is in line with the theme of charity. Six speakers shared their world outlook, outlook on life and perspectives on charity. Yu Haoming is passionate about charity activities from accidents to transformation; Yi Nengjing encourages women to break the age labels and prejudice, follow their own hearts, and become their true self; Wang Yiou has suffered six fractures before the age of 16, and still insists on fighting against rare diseases... The real experience of the guests not only inspires the audience on and outside the venue, but also makes the audience think about the value of life again.
At the same time, the "99 Charity Day Relay Plan for Love" also launched the Super Penguin Celebrity Competition, inviting NBA superstars "Truth" Pierce , "Gentleman Sword" Lei Allen , women's basketball players Xu Nuo, Zhao Shuang , as well as the new generation of popular stars Han Dongjun , Dong Zijian, Liu Shuailiang , Wang Qianwen, etc., with the help of the Dandelion Children's Development Center, playing basketball and doing sports together, sweating freely, allowing children to experience the fun of sports, and calling on the society to pay attention to the physical and mental health of children.
makes entertainment more than entertainment, let celebrities amplify sound for love
"99 Charity Day for Love Relay Plan" makes entertainment more than entertainment. On the one hand, it makes entertainment more than entertainment, with the help of the entertainment attributes and strong appeal of celebrities to increase the breadth of public welfare communication, and on the other hand, it also interprets that charity can become more interesting. From the celebrity ghost videos in the "Relay for Love" event to the "Call for the Great Wall" series of activities; from the starry sky speech to the Penguin Super Celebrity Competition, the event uses multi-platform resources to innovate public welfare forms, connect diverse elements, and impress more ordinary people to participate.
In fact, this innovation is not only an innovation in the form of public welfare, but also a re-understanding of the core of public welfare. The public does not exclude public welfare, but is dissatisfied with some forced donations under the banner of public welfare. "Protecting the Great Wall" makes charity interesting through celebrity blessings, making it easier to participate in charity; "Meeting the Starry Sky" allows the public to coincide with celebrities in charity concepts, and after reaching an agreement on values, the road to charity is no longer lonely. The essence of public welfare is voluntary and spontaneous, but the biggest obstacle it faces is being ignored. Therefore, groups with role models need to awaken the people's new understanding of public welfare. This time, Tencent Video and Tencent Entertainment took the lead in allowing celebrities with many fans and high attention to participate in voice and relay for love. This will not only infect more fans to participate and spread public welfare concepts, but also allow their core concepts to reach more groups who did not understand or speak out by cultivating celebrity welfare habits. What is more far-reaching is that the innovative form of charity measures of "99 Charity Day for Love Relay Plan" also demonstrates the social responsibility of Tencent Video and Tencent Entertainment in conveying positive energy to a certain extent.
