A large percentage of Chinese families are separated from their children because of having to earn a living in urban populations.
New Chinese law requires children to visit elderly parents “frequently” and make sure their financial and spiritual needs are met.
But labour and economical conditions can not afford to travel through the country to visit their parents.
How we helped
We designed a multi-channel campaign to help migrant workers and students visit their families. The campaign was named:
“The Journey of the Heart”
We created a digital platform and a social media plan, through which users completed an online survey and shared their family story.
Each week, the authors of the stories that received most votes on social media platforms won a ticket home.
Konka Group donated migrant workers 3,000,000 km (equivalent to about 75 laps around the earth) of free travel from October 24 to December 31 and helped thousands of people complete their “journey of the heart”.
4 years of social impact
The campaign started in 2013 and today 2018 they are still keeping the same idea.
In the last 4 years, he has covered more than 20 provinces and more than 80 cities. It has helped almost one million families through different forms and tens of millions of people have participated in public welfare activities. He has formed a "public welfare brand project" with unique characteristics of Konka. In 2013, with the theme "Journey to the heart: Kang Kang Jia Jia to go home", he helped thousands of migrant workers to join their families