In order to draw attention to environmental pollution in his area, Jin Zengming, a Zhejiang entrepreneur offered a RMB200,000 reward to the environmental protection bureau chief if he swims in the polluted Ruian river for 20 minutes.
By posting this on Sina Weibo, he is sure to garner a lot of attention from China's netizens. He did 3 very smart things:
If you want to draw attention to your cause, this is a smart example to learn from.
Source:
"Chinese official offered huge reward... if he can swim in polluted river", South Cina Morning Post, February 18, 2013.
http://www.scmp.com/news/china/article/1153028/chinese-official-offered-huge-reward-if-he-can-swim-polluted-river
CKB Solutions is all about real solutions for the real world. To learn how we can help your business, contact Greg Kovacic in Hong Kong.
By posting this on Sina Weibo, he is sure to garner a lot of attention from China's netizens. He did 3 very smart things:
- Tapped into popular sentiments and emotions
[China's chronic environment pollution and government official corruption] - Headline grabbing amount of money
[for China] - A daring challenge which puts challenged person in a lose-lose situation:
[the government minister with specific responsibility for the problem is in a lose-lose situation because if he does the swim, he will lose face; if he does not do the swim, he will also lose face. In either situation, China's netizens are going to have a field day keeping attention focused on this. Do not be surprised if this official is replaced shortly]
If you want to draw attention to your cause, this is a smart example to learn from.
Source:
"Chinese official offered huge reward... if he can swim in polluted river", South Cina Morning Post, February 18, 2013.
http://www.scmp.com/news/china/article/1153028/chinese-official-offered-huge-reward-if-he-can-swim-polluted-river
CKB Solutions is all about real solutions for the real world. To learn how we can help your business, contact Greg Kovacic in Hong Kong.
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