These Mums rock for Tencent’s 9.9

Charity campaign for the Yi Minority in Yunnan

For generations embroidery handicraft provided the sole income for mothers of the Yi minority in Yunnan, China. Today, there is little to no demand for their products and with machines taking over their place, these mums face the hardship of poverty.

The average charity campaign is a tear-jerker, so we thought to lighten the mood a bit, or darken it if you will, and asked Beijing’s heavy metal band Yaksa to join us. Because we couldn’t think of a more unlikely partnership - maybe the band could learn to embroider their own outfits while the mums get the hang of how to rock in exchange. Sounds ridiculous and that’s exactly what we did.