Sulwhasoo in partnership with Chi Heng Foundation have started a ‘Sulwhasoo hundreds of families quilt - Share the wish for warmth’ project on Facebook and Sina Weibo.
The campaign idea is based on a virtual patchwork quilt to generate donations through Facebook and Sina’s micro-blogging site Weibo until 30 November. The social media sites also feature user generated true stories, greetings, wishes and photos relating to the campaign.
The creative concept of using patchwork quilts comes from the Chinese tradition of sewing pieces of fabric gathered from neighbours. Adding a layer of wool or cotton and stitching them together makes the quilt a symbol of harmony and happiness.
Sulwhasoo has created a series of individual ‘wishing fabrics’ used to build the quilt online. Fans can tag friends to send out well wishes for which the cosmetic brand will donate HK$1 for every tag to the Chi Heng Foundation.
Sulwhasoo has also created a special edition skincare range for which all profits will go to the charity foundation.