Sulwhasoo in partnership with Chi Heng Foundation have started a ‘Sulwhasoo hundreds of families quilt - Share the wish for warmth’ project on Facebook and Sina Weibo.
The campaign idea is based on a virtual patchwork quilt to generate donations through Facebook and Sina’s micro-blogging site Weibo until 30 November. The social media sites also feature user generated true stories, greetings, wishes and photos relating to the campaign.
The creative concept of using patchwork quilts comes from the Chinese tradition of sewing pieces of fabric gathered from neighbours. Adding a layer of wool or cotton and stitching them together makes the quilt a symbol of harmony and happiness.
Sulwhasoo has created a series of individual ‘wishing fabrics’ used to build the quilt online. Fans can tag friends to send out well wishes for which the cosmetic brand will donate HK$1 for every tag to the Chi Heng Foundation.
Sulwhasoo has also created a special edition skincare range for which all profits will go to the charity foundation.
Korean cosmetics company Sulwhasoo fights poverty in China online
Premium Korean medical cosmetics brand Sulwhasoo has launched a charity campaign on social media to fund poverty-striken children and adults in mainland China.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
Asia-Pacific Power List 2024: Robin Liu, Miniso
Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.
Creative Minds: Koji Kanzaki on turning childhood ...
From aspiring comedian to comic fan and now creative director, Dentsu China’s ECD Koji Kanzaki loves uncovering beauty in the mundane, dreams of dining with Banksy, and keeps his inner child alive.
Wieden+Kennedy retreats from India, shuttering its ...
The agency's leadership in India including Ayesha Ghosh, Santosh Padhi and Shreekant Srinivasan have resigned.
Exit player zero: A creative director’s brush with ...
When a dream role at a gaming startup pulled in Robert Gaxiola, the veteran creative director and Playbook XP managing partner, quickly realised the cost to play was far too steep. Now, he’s urging fellow creatives to be wary of the same traps.