Shulou(Shulou.com)11/24 Report--

On the evening of June 28, when there were so many people in front of Wuhan Jiangtan Jingyi Bookstore, Douyu's "finless porpoise smile KTV" sang lively, attracting many Wuhan citizens and tourists to stop. It is reported that this activity is a part of the "finless porpoise smile Challenge Public Welfare Program" launched by Douyu in conjunction with Wuhan Baiji Conservation Foundation, Wuhan release and other units, and aims to take the opportunity of June "National dolphin month". Use songs to call on users of the entire network to pay attention to the protection of the endangered Yangtze finless porpoise.

"Live + Light Variety" to make public welfare more interesting

The Yangtze finless porpoise is a national first-class key protected wild animal and the flagship species of the Yangtze River. This time, Douyu, a local enterprise in Wuhan, partnered with the Wuhan Baiji Dolphin Conservation Foundation to launch the "finless porpoise smile Challenge Public Welfare Project" during the national dolphin month in June, and held the "finless porpoise smile KTV" offline, inviting Wuhan citizens living with the finless porpoise to sing for the finless porpoise and calling on more social forces to participate in the finless porpoise protection. The first digital finless porpoise adopter, Douyu anchor Yushen, launched the Finless Porpoise smile Relay online. Yuan Hong, Zeng Li and Zhang Xincheng recorded an aid video to promote "come on" for the event. Imitating finless porpoise laughter called on the whole people to participate in finless porpoise protection.

What is particularly noteworthy is that Douyu also used the interactive "light variety" display form to add fun and participation to the event, adding cross-screen interactive games previously used in Douyu's live variety show on PGC, allowing netizens who watched the live show to become "judges" and use on-screen comments to score singers who participated in the offline challenge. This linkage beyond the limits of space, so that online and offline audiences have a strong "sense of connection", pushing the activity to one of the most exciting parts.

"if the song is finished and the online on-screen voting score is greater than 66 points, the 66 yuan quota of finless porpoise food donation can be unlocked. If the online on-screen voting score can exceed 80 points, the singer will also receive a JD.com shopping card reward worth 100 yuan at the same time." Led by Douyu's three anchors, Yao Shunyu, Shuai Bao and caviar, more than 30 Wuhan citizens have raised more than 30 porpoises for the Yangtze finless porpoise. During the event, the heat of the studio soared to 1.5 million at one point. As soon as the singer showed his voice, the little finless porpoises harvested fish food and had enough to eat. Every citizen and tourist deeply felt the charm of the live broadcast, and while enjoying it, they also reached the original intention of calling on the whole people to pay attention to the protection of the finless porpoise.

It is understood that since June 2021, Douyu has launched the "digital finless porpoise" public welfare project. In the first phase of the project, the country's first online "adoption" platform for digital finless porpoises was created, and 12000 naive "digital finless porpoises" were quickly seized by netizens. In the second phase of the project, Douyu's head anchor, Rain God, contributed 50,000 yuan to raise a Yangtze River finless porpoise named "T21F01" and was awarded the honorary title of "Douyu Yangtze River finless porpoise Guardian Ambassador". The digital finless porpoise collection of "Rain Little Porpoise" designed with the live image of Rain God is also popular with netizens. This time, with the help of "singing" to raise "fish food" for the finless porpoise, that is, the trilogy of "understanding the finless porpoise, raising the finless porpoise and feeding the finless porpoise" has been completed, which has really made the "National dolphin-loving month" a new festival for all the citizens of Wuhan.

Keep walking on the front line of public welfare to make meaningful content more interesting

From 2020 to now, Douyu has made great efforts on the road of public welfare. Douyu has been carrying out the idea for many years to influence young people with expressions that young people like, so as to convey positive energy and establish correct values for young people.

In June 2020, Douyu held a "Star Sale" and became the first person to sell satellites with live broadcasts, raising more than 200,000 yuan for healing courses for autistic children, thus calling on the whole network to pay attention to autistic children. At the end of 2021, at the "Sports Power, the Future is me" held by Douyu and the China Children's Foundation, the well-known Arena of Valor team DYG joined several Douyu head anchors to carry out public welfare cross-screen passing activities with the left-behind children, so that every child realized the happiness brought by football. Coupled with this time's "finless porpoise smile KTV", today's Douyu has gradually formed a public welfare practice path with bold innovation in content, novel and interesting ways of playing, and wide range of types.

Bi Xia, general manager of Douyu Market Brand Public Relations, said: "We hope to give full play to the innovation of the live broadcast platform in content and its influence among young groups, so that everyone can more actively participate in public welfare projects to protect the finless porpoise. Contribute to the protection of biodiversity. On the other hand, Douyu will certainly persist in doing a good job of live broadcast + public welfare, continue the previous success, present more interesting forms of public welfare display for the broad masses of young users, and let public welfare and sense of responsibility go deep into the hearts of every young person. "

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