The 5th Anniversary of Tencent’s ＂Creation Plan＂： Creating Sustainable Social Value with the Power of Ecology
On December 20, the fifth anniversary review of Tencent’s "Chuangyi Plan" was held in Shenzhen. The event invited representatives of many non-profit organizations, creative agencies, design teams, commercial brands and cooperative farmers to gather at Binhai Building to review the ecological value created by the "Chuangyi Plan" over the past five years, witness the latest achievements of the Chuangyi Plan in 2021, and discuss the prospects for sustainable social value innovation based on the Chuangyi Platform.
This year, Tencent launched its fourth strategic upgrade – "Promoting Sustainable Social Value Innovation" and "Rooting in Consumer Internet and Embracing Industrial Internet" as the foundation for the company’s development, and jointly driving all core businesses. Under the guidance of the new strategy, the "Creativity Plan" has also been fully upgraded, further promoting the implementation of "Sustainable Social Value Innovation" and "Common Prosperity Special Project Plan".
Chen Juhong, vice-president of Tencent and head of Tencent’s Sustainable Social Value Division, said in her speech: "We have always adhered to the sustainable development of public welfare through business methods, technological capabilities, platform connections and innovative practices. This is our main model for sustainable social value innovation. We hope to accelerate the process of public welfare through digitalization and intelligence, so that more individuals in need of help in the world can benefit, and bring about equality and efficiency improvement. The’Creativity Plan ‘is an important practice for us to try this new paradigm."
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Chen Juhong, Vice President of Tencent and Head of Tencent Sustainable Social Value Division
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Luan Na, vice-president of Tencent, shared in her speech: "We have been constantly exploring and making continuous efforts, hoping that the’Chuangyi Plan ‘can give full play to Tencent’s ability to connect for good and the ecological advantages of advertising and marketing ecology, and connect more ecological partners such as public welfare, advertising, design, brand, etc. At the same time, continue to provide digital tools and solutions to help create profits through science and technology, promote public welfare organizations and public welfare projects across the country to enhance the ability of public welfare creative communication, further promote the healthy development of China’s public welfare ecology, and continuously create sustainable social value."
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Luan Na, Vice President of Tencent
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2017-2021After five years of generating profits, goodwill continues
Since its launch in 2017, the "Chuangyi Plan" has been based on Tencent’s platform resources and connectivity, implemented the innovative mechanism of "Creativity + Technology + Public Welfare", played the role of "connector", connected all roles in the ecology, realized the full linkage of creative power, advertising technology capabilities and public welfare projects, and drove more partners in the Chuangyi ecosystem to act together, so that more issues can be seen and understood, and create greater social value. In the past five years, the project has attracted more than 13,000 Chuangyi people and more than 5,000 teams to directly participate, incubated more than 240 Chuangyi works, exposed and interacted with nearly 10 billion, and drove more than 300 million people to participate in public welfare activities.
At the event, the four Chuangyi people who accompanied the "Chuangyi Plan" shared their own "Chuangyi" stories, reviewing the continuous growth and extension of the "Chuangyi Plan" and the social value created by the "Chuangyi Ecology" from the perspective of public welfare organizations, brands and creative agencies.
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Zhou Yuan, Director of Brand and Communication of WWF, Zhao Guangfeng, Deputy Director of Funding Projects Department of China Women’s Development Foundation, Teng Lihua, President of Beijing Ogilvy Group, and Yum China representatives delivered keynote speeches respectively
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In addition, the project team also joined hands with the FiT Tencent blockchain team to launch the "Chuangyi Plan" fifth anniversary series of digital collections "Thank You, Shining Light", limited to 5,000 pieces, paying tribute to every Chuangyi person who has been with us for five years.
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12 digital collections created with the theme of 5 years of outstanding works and projects of the "Creation Project"
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2021Year: The original intention remains unchanged, innovation moves forward
This year, the new "Chuangyi Plan" is more focused, and continues to create social value through the three core projects of "I am a Chuangyi Person" public welfare project assistance plan, "Chuangyi Brand + Plan" and "Harvest Good Things Plan".
Under the guidance of the Ministry of Agriculture and Rural Affairs, since its launch in September 2021, the "Harvest Good Goods Plan" has actively responded to the national rural revitalization strategy. Since its launch in September 2021, it has opened up digital upstream channels for more than 40 characteristic agricultural products in 23 provinces and cities across the country, effectively promoted the docking of production and sales, promoted the digital transformation and upgrading of agricultural product brands, helped rural revitalization and common prosperity, and brought "the second harvest" to farmers.
At the event, Tencent SSV Village Development Laboratory invited farmers and business representatives from many places to come to the stage to share the story of the harvest and share the joy of the harvest. Xiao Liming, vice president of sustainable social value of Tencent and head of the Village Development Laboratory, said: "As the engine of Tencent in the field of rural revitalization, Tencent SSV Village Development Laboratory will adhere to the principle of’government-led, social co-creation, Tencent-assisted, pilot demonstration, and classified promotion ‘to promote the co-creation of beautiful villages."
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Representatives of farmers participating in the "Harvest Good Things Program" exchanged gifts and took a group photo with representatives of the Tencent organizer. On the table is the QQ penguin doll dough specially made by the face master of the intangible culture of Shandong Province. (From left) Tencent SSV is Chen Jingjing, the head of the village think tank of the village development laboratory, Luan Huifang, the president of the Shandong Yantai Agricultural Society, Wang Jingbo, the chairperson of the Langyaling Xiaolong Agricultural Products Farmers Professional Cooperative in Laizhou City, Xiao Liming, vice president of sustainable social value of Tencent and the head of the village development laboratory, Yang Yue, the chairperson of Jiangxi Geqing Food Co., Ltd., Yue Chunli, the general manager of Ningxia Fresh Qilai E-commerce Co., Ltd., and Lai Huiqing, the chairperson of Guangzhou Yunding Ganpu Tea Industry Co., Ltd.
The "Chuangyi Brand +" program is committed to promoting the close connection between enterprises and public welfare, investing together with brands, realizing complementary resource advantages, and enhancing the digital ability of public welfare projects. This year, the "Chuangyi Brand +" program has actively participated in five enterprises and institutions, Yum China, Amway, Vipshop, Hangzhou Wenshang Charity Foundation, and Ubras, incubating five key public welfare works, raising nearly 30 million yuan for public welfare projects, and raising social attention to public welfare issues.
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The organizer and the jury awarded awards to the winning works of "Chuangyi Brand +"
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This year, the "I am a Creator" public welfare project assistance plan has become more focused, shifting from an open proposition to a focus on ten social value areas, covering low-carbon action, cultural heritage, biodiversity, technological public welfare, rural revitalization, etc., and further establishing direct connections between the hatched works and the projects on the Tencent Charity platform to create better access and connection.
At the event, the winning works of "I am a Creator" in 2021 also appeared one after another. Among them, the work "A Special" Organ Transplant "by the TOPic & Loong team won the grand prize in the public service advertisement category. The work uses organ transplantation as a cutting point to subtly stimulate people’s renewed attention and reflection on the topic of afforestation. In addition," Mai Jishan’s Cultural Anxiety "and" My "Cat" Lost "won the gold award in the public service advertisement category," Wrong Socks Day "," Dong Yi "and" Her Power ", which is born to the new, won the best public service product design award, and the best public service product solution was won by" Grandma Azi’s Sunset Gallery "," Perfect Time "and" Gangsha Monopoly ".
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The organizer and the jury presented awards to the winning entries of "I am a Creator"
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Ecology-based, the future is promising
In the past five years, the "Chuangyi Plan" has continuously innovated and iterated, connected and gathered forces from multiple parties, consolidated the foundation of the "Chuangyi" platform, continuously stimulated ecological vitality, and provided a steady stream of impetus for the innovation of social value.
At the event, five guests from the creative, public welfare, design, brand and other circles discussed how to connect and co-create in the Chuangyi ecology over the past five years, empower creativity with technology, tell good public welfare stories, and achieve more effectiveness and create greater sustainable social value. At the same time, they also imagined the future of the platform ecology, looking forward to realizing end-to-end public welfare connections, activating, integrating and linking more resources, and growing greater public welfare possibilities.
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From left: Mr. Yang Weijia, General Planning of Chuangyi Project and Senior Brand PR Director of Tencent Advertising, Mr. Long Jieqi, TOPic & Loong Chuangyi Person and CCO, Chen Yan, General Manager of Tencent User Research and Experience Design Department, Dou Ruigang, Executive Secretary of Tencent Charity Foundation, Chang Yue, Deputy General Manager of Tencent Advertising Market and Vice President of Tencent Smart Retail Market, Zhou Yuan, Director of WWF Brand and Communication
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Five years is an important milestone, but also a new starting point. Over the past five years, the "Creativity Program" has continuously explored a new paradigm of public welfare, empowering public welfare with digital capabilities, and achieving energy efficiency with diverse partners, so that goodwill can be passed on and continued, and carried forward.
Walking with light, goodwill is always there, and the "Chuangyi" action in the new year is about to start. Please follow the "Chuangyi Plan" official account & WeChat Channels and join the team of "Chuangyi People"!
About the "Creativity Plan"
"Chuangyi Plan" is Tencent’s open ecological platform for the whole society to create sustainable social value. It is committed to stimulating the enthusiasm of all parties in society for co-creation, exporting effective and sustainable public welfare solutions, and realizing public welfare accessible to everyone. In 2021, with the establishment of the Sustainable Social Value Division (SSV) by Tencent to promote the implementation of the "Sustainable Social Value Innovation" and "Common Prosperity Special Project Plan" strategies, the "Chuangyi Plan" has also ushered in a comprehensive upgrade: through the three core projects of "I am a Chuangyi Person" public welfare project assistance plan, "Chuangyi Brand + Plan", and "Harvest Good Things Plan", the power of public welfare ecology continues to promote the implementation of public welfare effectiveness.
About the "Harvest Good Things" program
The "Harvest Good Things Plan" is a special project plan for Tencent to actively respond to the national rural revitalization strategy. Under the guidance of the Ministry of Agriculture and Rural Affairs, with the help of Tencent’s resources and capabilities, it promotes the digital transformation and upgrading of agricultural product brands and helps common prosperity. This plan is jointly initiated by Tencent Sustainable Social Value Division (SSV), Tencent Charity, Tencent Advertising, and WeChat. Through platform traffic and ecological resource support, digital solution support, customized services and talent support, it promotes rural industry revitalization, practices sustainable social value innovation, and contributes to common prosperity.
About "Chuangyi Brand + Program"
The "Chuangyi Brand + Plan" is a public welfare ecosystem where Tencent and brands create sustainable social value. As one of the core projects of Tencent’s "Chuangyi Plan", it is jointly initiated by Tencent Charity Foundation and Tencent Advertising. It aims to invest together with brands to achieve complementary resource advantages, enhance the digital capabilities of public welfare projects and the social attention of public welfare issues, and gather the power of products, technologies and solutions to promote the implementation and innovation of sustainable social value.
About the "I am a Chuangyi Person" public welfare project assistance plan
Under the guidance of the China Advertising Association, the "I am Chuangyi People" public welfare project assistance plan was jointly initiated by Tencent Sustainable Social Value Division (SSV), Tencent Charity, Tencent Advertising, and Tencent User Research and Experience Design Department (CDC). It aims to improve the creative level of China’s public welfare industry through the support of Tencent platform resources, help public welfare projects and public welfare issues gain more social attention, and make public welfare accessible to everyone through the innovative mechanism of "creativity + technology + public welfare".
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