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不要捐赠，收养一个口袋
案例简介：结果 1 、通过腾讯慈善平台，在短短 3 个月内就采纳了 50,000 多个腰包，为 810 个家庭提供了一年的工作，家庭的收入是以前的 3 倍。2. qiang 刺绣口袋获得了时装设计师的极大关注，在最近的上海时装周 Qiang 刺绣时装秀中，20 多名名人和超级模特向口袋展示了他们的支持,而超过 100 家媒体报道了这一消息。3.《羌的口袋》受到了年轻人的欢迎，并在街头和社交媒体上获得了频繁的曝光。名人加入口袋 DIY，引起粉丝的关注和关注。4.著名的服装品牌生产了强刺绣服装, 建立手工羌绣和工厂之间的联系。我们通过营销方式成功地推广了珍贵和稀有的羌绣文化，并为 概要 非物质文化遗产在世界范围内面临着同样的问题: 一旦它不能带来大众商业价值或遭遇民族外流，灭绝的命运是不可避免的。羌族是中国的少数民族之一。大多数羌族妇女擅长刺绣，这使得羌族刺绣成为一种具有 1500 年历史的文化技艺。然而，羌绣正面临着中国快速现代化的冲击，古老的手工艺被视为不时尚, 这使得羌族妇女不得不离开自己的村庄，出去寻找一份每天 5 美元的工资工作。世世代代流传下来的羌绣文化有消失的危险，我们希望羌族妇女能靠她们的手工艺生活，从而继承羌绣文化。 实施 策略: 将羌绣与普通商业相结合: 中国年轻一代，他们对古代文化缺乏兴趣，热爱追求个性。我们从不试图改变他们的偏好或品味，而是鼓励他们以不同的方式展示他们的风格，推动同样的事情 -- 羌绣。让羌绣以多元化的方式融入年轻人的潮流。 活动描述 不要捐赠，收养一个口袋。每个口袋都给一个强人 6 小时的工作。我们设计了一个口袋，就像羌妇女的画板。Qiang women 可以在不同质地、颜色和大小的口袋上缝制各种 Qiang 图案，同时，每个 Qiang 刺绣口袋都是一个精心设计的元素，可以搭配不同的时尚单品。例如，你可以在你的衣服、包或玩具上缝上 “Qiang” 刺绣口袋。我们将 UGC 模型带到设计中，以使 “Qiang” 刺绣口袋重新设计。每个采用口袋的人都可以根据自己的风格创造自己的时尚项目。 执行 通过腾讯慈善的平台，我们开始做广告，打开购买渠道。我们发起一个电话，通过网络广告、电子邮件 DM 和 SNS 等媒体采纳口袋。然后，我们将 Qiang 刺绣口袋与时尚产业结合起来，并在时装秀、杂志和派对上推广。我们首先瞄准设计师和潮流，然后瞄准公众。口袋也是一枚支持 Qiang 刺绣的奖牌。每个人都可以成为传播羌绣的大使。当他们通过 Instagram 、微信和 facebook 等社交媒体展示他们的创意时尚时，羌绣很快就融入了年轻一代的潮流。
不要捐赠，收养一个口袋
案例简介：Outcome 1.Via Tencent charity platform, more than 50,000 pockets were adopted within just 3 months, providing one year work for 810 families,and the families can earn 3 times more than before. 2.Qiang embroidery pockets have gained significant attention from the fashion designers, in the recent Qiang embroidery Fashion show during the Shanghai Fashion Week, more than 20 celebrities and super models have shown their supports to the pockets, while more than 100 media reported the news.3.The Qiang pockets have become popular to the youth and gained frequent exposure in the street and social media. The celebrities joined the pocket DIY, raising fans’ concerns and follow.4.Famous garment brands have produced clothes in Qiang embroidery, building up the connection between the manual Qiang embroidery and the factories.5.We have successfully promoted the precious and rare Qiang embroidery culture by using a marketing approach, and have also built up a long-term self-sufficient platform for Synopsis Intangible cultural heritages face the same problem all around the world: once it cannot bring the mass commercial value or it encounters ethnic outflow, the destiny of extinction is unavoidable.Qiang people is one of the Chinese ethnic minorities. Most of the Qiang women are good at embroidery which makes Qiang embroidery become a cultural skill with 1500 years of history. However, the Qiang embroidery is facing the impact of China’s rapid modernization, the ancient handicraft is regarded as not fashion, which makes the Qiang women have to leave their own village and go out for a 5 US dollar daily wage job. The culture of Qiang embroidery handed down from generation to generation is at the risk of vanishing.We hope the Qiang women can live by their handicrafts so as to inherit the culture of Qiang embroidery. Implementation Strategy: Combine the Qiang embroidery with common commerceTarget: Chinese young generation, who are lack of interest of ancient culture and love to pursue individuality.We never try to change their preference or taste, but encourage them to show their styles in a different way, to push the same thing – Qiang embroidery. Let the Qiang embroidery integrate in the young’s’ trend in a diversified way. CampaignDescription Don’t donate, adopt a pocket.Every pocket offers a Qiang woman with 6 hours’ work. We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size.Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with different fashion items. For example, you can sew the Qiang embroidered pocket on your clothes, bags or toys.We bring the UGC model to design so as to make the Qiang embroidered pocket become redesigned. Everyone who adopts the pocket can create their own fashion item by their own styles. Execution Through the platform of Tencent Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media such as web advertisement, email DM and SNS. Then we combine the Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public. The pocket is also a medal to support Qiang embroidery. Everyone can be an ambassador to spread Qiang embroidery. When they show off their creative fashion via social media such as Instagram, wechat and facebook, the Qiang embroidery quickly steps into the trend of younger generation.
Don't Donate, Adopt A Pocket
案例简介：结果 1 、通过腾讯慈善平台，在短短 3 个月内就采纳了 50,000 多个腰包，为 810 个家庭提供了一年的工作，家庭的收入是以前的 3 倍。2. qiang 刺绣口袋获得了时装设计师的极大关注，在最近的上海时装周 Qiang 刺绣时装秀中，20 多名名人和超级模特向口袋展示了他们的支持,而超过 100 家媒体报道了这一消息。3.《羌的口袋》受到了年轻人的欢迎，并在街头和社交媒体上获得了频繁的曝光。名人加入口袋 DIY，引起粉丝的关注和关注。4.著名的服装品牌生产了强刺绣服装, 建立手工羌绣和工厂之间的联系。我们通过营销方式成功地推广了珍贵和稀有的羌绣文化，并为 概要 非物质文化遗产在世界范围内面临着同样的问题: 一旦它不能带来大众商业价值或遭遇民族外流，灭绝的命运是不可避免的。羌族是中国的少数民族之一。大多数羌族妇女擅长刺绣，这使得羌族刺绣成为一种具有 1500 年历史的文化技艺。然而，羌绣正面临着中国快速现代化的冲击，古老的手工艺被视为不时尚, 这使得羌族妇女不得不离开自己的村庄，出去寻找一份每天 5 美元的工资工作。世世代代流传下来的羌绣文化有消失的危险，我们希望羌族妇女能靠她们的手工艺生活，从而继承羌绣文化。 实施 策略: 将羌绣与普通商业相结合: 中国年轻一代，他们对古代文化缺乏兴趣，热爱追求个性。我们从不试图改变他们的偏好或品味，而是鼓励他们以不同的方式展示他们的风格，推动同样的事情 -- 羌绣。让羌绣以多元化的方式融入年轻人的潮流。 活动描述 不要捐赠，收养一个口袋。每个口袋都给一个强人 6 小时的工作。我们设计了一个口袋，就像羌妇女的画板。Qiang women 可以在不同质地、颜色和大小的口袋上缝制各种 Qiang 图案，同时，每个 Qiang 刺绣口袋都是一个精心设计的元素，可以搭配不同的时尚单品。例如，你可以在你的衣服、包或玩具上缝上 “Qiang” 刺绣口袋。我们将 UGC 模型带到设计中，以使 “Qiang” 刺绣口袋重新设计。每个采用口袋的人都可以根据自己的风格创造自己的时尚项目。 执行 通过腾讯慈善的平台，我们开始做广告，打开购买渠道。我们发起一个电话，通过网络广告、电子邮件 DM 和 SNS 等媒体采纳口袋。然后，我们将 Qiang 刺绣口袋与时尚产业结合起来，并在时装秀、杂志和派对上推广。我们首先瞄准设计师和潮流，然后瞄准公众。口袋也是一枚支持 Qiang 刺绣的奖牌。每个人都可以成为传播羌绣的大使。当他们通过 Instagram 、微信和 facebook 等社交媒体展示他们的创意时尚时，羌绣很快就融入了年轻一代的潮流。
Don't Donate, Adopt A Pocket
案例简介：Outcome 1.Via Tencent charity platform, more than 50,000 pockets were adopted within just 3 months, providing one year work for 810 families,and the families can earn 3 times more than before. 2.Qiang embroidery pockets have gained significant attention from the fashion designers, in the recent Qiang embroidery Fashion show during the Shanghai Fashion Week, more than 20 celebrities and super models have shown their supports to the pockets, while more than 100 media reported the news.3.The Qiang pockets have become popular to the youth and gained frequent exposure in the street and social media. The celebrities joined the pocket DIY, raising fans’ concerns and follow.4.Famous garment brands have produced clothes in Qiang embroidery, building up the connection between the manual Qiang embroidery and the factories.5.We have successfully promoted the precious and rare Qiang embroidery culture by using a marketing approach, and have also built up a long-term self-sufficient platform for Synopsis Intangible cultural heritages face the same problem all around the world: once it cannot bring the mass commercial value or it encounters ethnic outflow, the destiny of extinction is unavoidable.Qiang people is one of the Chinese ethnic minorities. Most of the Qiang women are good at embroidery which makes Qiang embroidery become a cultural skill with 1500 years of history. However, the Qiang embroidery is facing the impact of China’s rapid modernization, the ancient handicraft is regarded as not fashion, which makes the Qiang women have to leave their own village and go out for a 5 US dollar daily wage job. The culture of Qiang embroidery handed down from generation to generation is at the risk of vanishing.We hope the Qiang women can live by their handicrafts so as to inherit the culture of Qiang embroidery. Implementation Strategy: Combine the Qiang embroidery with common commerceTarget: Chinese young generation, who are lack of interest of ancient culture and love to pursue individuality.We never try to change their preference or taste, but encourage them to show their styles in a different way, to push the same thing – Qiang embroidery. Let the Qiang embroidery integrate in the young’s’ trend in a diversified way. CampaignDescription Don’t donate, adopt a pocket.Every pocket offers a Qiang woman with 6 hours’ work. We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size.Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with different fashion items. For example, you can sew the Qiang embroidered pocket on your clothes, bags or toys.We bring the UGC model to design so as to make the Qiang embroidered pocket become redesigned. Everyone who adopts the pocket can create their own fashion item by their own styles. Execution Through the platform of Tencent Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media such as web advertisement, email DM and SNS. Then we combine the Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public. The pocket is also a medal to support Qiang embroidery. Everyone can be an ambassador to spread Qiang embroidery. When they show off their creative fashion via social media such as Instagram, wechat and facebook, the Qiang embroidery quickly steps into the trend of younger generation.
不要捐赠，收养一个口袋
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Don't Donate, Adopt A Pocket
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