Tencent "Answer Me" Digital Education Campaign | Clapboard

Answer Me

Description

Answer Me is a compelling campaign launched in China in 2023 by Tencent, created in collaboration with Banana Balloon, to address the critical social issue of left-behind children in rural areas. With parents migrating to cities for work, many children remain in their hometowns under the care of elderly relatives, facing significant challenges including limited access to quality education. Government-dispatched teachers from urban areas provide support, but their visits are often brief, leaving children yearning for consistent companionship. Tencent’s Sustainable Social Value Organization (SSV), aligned with its mission of "Tech for Good," has innovatively developed digital education solutions, equipping rural elementary schools and establishing an online teaching model that has expanded to over 30,000 villages across China, offering a sustainable way to bridge educational gaps. The campaign centers around the poignant insight that the simple phrase "See you tomorrow" carries a heavy emotional weight for these children and their teachers, symbolizing promises of care and continuity that Tencent aims to uphold not only as a brand but as a social commitment. The flagship video, based on true stories and filmed on location at Mingtian Elementary in Lijiang, Yunnan, blends documentary realism with cinematic storytelling, capturing the authentic interactions between rural teachers and students. By partnering with CCTV News, the campaign achieved the unprecedented feat of airing a free video on a national channel, amplifying the reach of this urgent social narrative. This initiative marks the first installment of a long-term video series envisioned as a "sustainable development train," chronicling Tencent SSV’s ongoing efforts to leverage technology for societal good in both urban and rural communities. The campaign’s emotional and strategic storytelling not only highlights the immediate challenges faced by left-behind children but reinforces Tencent’s commitment to forging meaningful, lasting connections through innovative digital education solutions, embodying hope and progress in China’s rural educational landscape.

Credits

Client

Tencent

Agency

Banana Balloon

Production House

LINKFILMS, Shanghai

Creator

Akae Wang, Zita Zou

Script Creation

Akae Wang, Zita Zhou, Xie Peng, Zhang Xiao Yue

Art Director

Ken Lin, Auzan Huang

Strategic Planner

Tammy Sheu

Director

Editor: Re: recording Mixer: Xie Peng

Producer

Zhou Yang

Crew

Liu Ting, Liu He Yang, Wang Yu Ru

Assistant Director

Zhang Xiao Yue

Music

Delehei

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