Charity Marketing on WeChat: Father Cashes In On Sick Daughter. A father raising over 290,000 US$ in donations for his sick daughter via Chinese social media triggered controversy after netizens revealed he did not actually need this money at all. The post was published on Luo Er’s own Wechat account, where other several pieces also exposed the family’s struggle with illness and medical fees. However on November 30, only 5 days after Luo’s post went viral, other posts came up on Chinese social media that indicated Luo’s attempt might be a planned marketing campaign. Shady Charity Various sources on Chinese social media claim that Luo was collaborating with a financial marketing company that every repost of the article from the company’s public account would be awarded 1 RMB (±0.15US$). The number of tips given on the WeChat app quickly reached 50,000 RMB (±7255 US$), the maximum amount allowed by WeChat per article per day. This limit then led to people giving money to Luo Er individually through his own account; he received over 2 million RMB (±290,250US$) in tips within a time frame of 2 hours. Later on, the focus of the online debate shifted to the question of whether Luo should give the received money to charity, and to the overall problem of immoral charity marketing. A “Coldhearted” Society That Donated 2.7 Million RMB Pressured by the media, Luo Er accepted an video interview on November 30, in which he cried: “I’m so desperate…Nobody cares about my daughter…everybody only wonders if I’m a liar.” A Chinese netizen commented accordingly: “True, this is a coldhearted society that has donated over 2.7 million RMB for your daughter.” The mixed reactions of Chinese netizens expose the dilemma on charity marketing; one group claims that nobody has the right to judge Luo Er for making use of the online possibilities to raise money, while the other group insists that Luo’s behavior is immoral. Debate over WeChat Charity The option for large-scale donations via the Wechat ‘Wallet’ platform has been under discussion for some time.
A father raising over 290,000 US$ in donations for his sick daughter via Chinese social media triggered controversy after netizens revealed he did not actually need this money at all.
The story of Luo Yixiao, a 5-year-old Chinese girl diagnosed with leukemia, whose father’s diary went viral with over 100,000 views in merely half a day on Chinese social media app Wechat, has been reported as a cyber marketing strategy only 5 days after it went viral. Chinese netizens’ heated debates again reveal existing dilemmas about charity marketing online.
The article, titled “Luo Yixiao, stay where you are!”, disclosed a father’s grief and helplessness in face of his daughter’s disease. It helped father Luo Er (罗尔) gain 2.7 million RMB (±391,800 US$) in donations since November 25.
The post was published on Luo Er’s own Wechat account, where other several pieces also exposed the family’s struggle with illness and medical fees.
However on November 30, only 5 days after Luo’s post went viral, other posts came up on Chinese social media that indicated Luo’s attempt might be a planned marketing campaign. The news stirred netizens’ rage on Sina Weibo.
Netizens revealed that Luo currently owns 3 apartments and 2 cars, and that most of his daughter’s medical bills were already covered by insurance. Luo is now blamed for cheating those who gave donations, and for using an ill child for his own benefit – which also negatively influences the fate of those children in China facing illness who really have no means to bear medical costs.
Shady Charity
Various sources on Chinese social media claim that Luo was collaborating with a financial marketing company that every repost of the article from the company’s public account would be awarded 1 RMB (±0.15US$).
The number of tips given on the WeChat app quickly reached 50,000 RMB (±7255 US$), the maximum amount allowed by WeChat per article per day. This limit then led to people giving money to Luo Er individually through his own account; he received over 2 million RMB (±290,250US$) in tips within a time frame of 2 hours.
In response to netizens claiming that Luo received much more money than…
COMMENTS