Tencent's Charity Day: Mums Counterattack

For over a thousand three hundred years, Yi minority mothers in Yunnan China have earned their living from embroidery work. With embroidery machines replacing them, these women face the hardship of poverty. Many of them need to leave their children and homes behind to find jobs in the cities which results in the extinction of their craft within this generation. In order to help these mums, Tencent and the China Woman’s Development Fund asked Goodstein to come up with an idea for a campaign that utilises Tencent’s Charity platform. “Instead of the usual tear jerking approach we asked ourselves what is the most unlikely thing that could happen in the mum’s village” says Goodstein’s Creative Director and Founder Georg Warga.