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earned media reach
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articles globally
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patients joined the programme for the first month alone
Challenge
Science and research takes time. And ever since the ALS Ice Bucket Challenge raised over $115m, ALS patients have been eager for breakthroughs to improve their quality of life now.
Within a couple of years of diagnosis, most ALS patients end up paralysed in a wheelchair and forced to communicate via text-to-speech devices, typically through a default ‘computer’ voice.
解决方案
基于#天生翅粉#产品基因，将其上升高度，提出“翅粉乌托邦”概念。这是一个非常有包容度的乌托邦乐园，为翅粉们提供一个有归属感、有信仰的地方。在这里每一位#天生翅粉#都不同，没有身份界限，无论你是大明星，是cosplay爱好者，或是来自外太空异次元，只要我们有共同的爱好——喜欢吃肯德基鸡翅，你就是“翅粉乌托邦”的一员。
成果数据
Campaign发布1小时内微信阅读量超100,000＋，后续还在持续上升。