China’s cyber road to philanthropy: a combination of hi-tech and social change (3)

Running Chicken project is another example of how technologies can alleviate poverty in rural areas in China.

Combination of philanthropy and technology

The combination of digital technologies and social media has brought more than just trees to China. Chinese Internet giant Tencent launched a public welfare activity in 2015, calling for sports lovers to convert their steps into charitable donations using a fitness tracking app.

“By encouraging the public to choose a healthier lifestyle, their steps can be converted into actual donations provided by enterprises and organizations. Our donation programs include not only environmental protection, but also poverty alleviation,” said Chen Mulun, product manager of Tencent.

In 2016, Tencent, along with online retailer JD.com, initiated a “Running Chicken” project that helped poor rural households in Hebei province earn money by selling chickens. For every 100,000 steps donated by app users, JD.com donated a chicken to a low-income family. The pilot served as an example of promoting e-commerce and poverty alleviation in rural areas. Rural families can raise the chickens in a green and natural way to earn money, while customers can enjoy healthy food and help eradicate poverty at the same time.

“Over 80 percent of all donations in China are from enterprises. Such donations used to be inaccessible to the public, but with the help of digital technologies and social media, companies can now spread their ideas to the public, while in turn, people can promote the good deeds, which is a win-win solution for both sides,” added Chen.

Echoing Chen, Zu further noted that technology is merely a means for the public to contribute to society, but with growing participation, the world can become a better place to live.

“After all, the proper use of technology can benefit the modern world,” he added.