The Qinghai-Tibet Plateau, standing at an elevation of 4,500 meters, is often referred to as the “Death Zone” by the 30 million truckers in China who brave its treacherous conditions. With an alarming annual mortality rate of 5%, these drivers are primarily at risk due to altitude sickness and hypoxia. Many truckers who once navigated these perilous routes used to live stream their journeys on the Kuaishou platform. After their untimely deaths, their accounts were memorialized to honor their memory and experiences.
One such trucker was Xiao Hui, an influencer with a following of 1.6 million on Kuaishou. To bring attention to the dangers of altitude sickness and hypoxia, Kuaishou has revived Xiao Hui’s account using advanced AI technology. By recreating his voice, Kuaishou initiated an impactful 8-hour live stream along the Qinghai-Tibet Highway. This live stream was dedicated to sharing crucial emergency knowledge with truck drivers, highlighting the importance of recognizing and addressing the symptoms of altitude sickness.
In a remarkable effort to provide tangible support, the truck that Xiao Hui once drove has been converted into a mobile Aid Station. This Aid Station, along with collaborations with local stores along the route, offers oxygen tanks and essential supplies to drivers in need. In just one week, four Aid Stations were established along the highway, distributing over 3,200 oxygen bottles to truckers.
The campaign has seen significant success, with Kuaishou’s social page on altitude sickness and hypoxia garnering 1.21 billion views. The awareness among truck drivers has increased by 30%, a testament to the campaign’s effectiveness in educating and safeguarding this vulnerable community.
Kuaishou’s “Live Again” campaign doesn’t stop here. The platform aims to memorialize more accounts of deceased influencers, ensuring their legacies contribute positively to society. By sharing cherished memories and vital information, Kuaishou hopes to continue raising awareness and providing support to those who face similar dangers.
This professional campaign titled “Live Again” was published in China in April 2024. It was created for the brand Kuaishou by the ad agency TOPic & Loong. This Content, Digital, and OOH (Out-of-Home) media campaign is related to the Media industry and contains two media assets.
Through “Live Again,” Kuaishou demonstrates a profound commitment to social responsibility, leveraging technology to save lives and honor the memories of those who have passed. This initiative serves as a powerful reminder of the impact that digital platforms can have on real-world issues, fostering a sense of community and care among its users.
By reviving Xiao Hui’s voice and journey, Kuaishou not only honors his memory but also provides a lifeline to countless truckers navigating the treacherous Qinghai-Tibet Plateau. This campaign is a poignant example of how innovation and compassion can intersect to create meaningful change, ensuring that the spirit of those lost continues to inspire and protect others.
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