{"id":49966,"date":"2026-03-30T07:39:15","date_gmt":"2026-03-30T07:39:15","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49966"},"modified":"2026-03-30T07:39:20","modified_gmt":"2026-03-30T07:39:20","slug":"alipay-transplant-survivors","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/","title":{"rendered":"Alipay spotlights transplant survivors in Ant Forest campaign\u00a0"},"content":{"rendered":"\n

Alipay has put out a new short film focusing on a demographic rarely put in front of the lens of a marketing campaign: organ transplant survivors. They\u2019re using their Ant Forest (\u8682\u8681\u68ee\u6797) platform along with the drop of a new short film titled The Tree of Rebirth<\/em> (\u91cd\u751f\u7684\u6811) to raise awareness about habit changes after transplant surgery.\u00a0\u00a0<\/p>\n\n\n\n

It\u2019s that un-talked-about side of recovery. You get the organ you need, but when you\u2019re back on your feet, you don\u2019t feel capable of getting your teeth into life. As we\u2019ve learnt from Alipay\u2019s film, it\u2019s a lesser seen psychological element to coming through alive. Patients in the film are overly cautious, limiting movement and social activity.  <\/p>\n\n\n\n

Broader narratives <\/h2>\n\n\n\n

Let\u2019s wheel it back a bit. Ant Forest was originally designed to inspire low-carbon thinking in Alipay users.<\/a> Essentially, you converted steps taken and user activities \u2013 like using greener forms of transport \u2013 into points that planted trees. Here, the platform is given a fresh spin as a recovery tool. \u00a0<\/p>\n\n\n\n

But the connection between organ transplant recovery and Ant Forest is more conceptual than anything. The film presents the app\u2019s user activities as incremental recovery. <\/strong>Tree growth as the rebuilding of life after surgery.\u00a0\u00a0<\/p>\n\n\n\n

Why does Alipay focus on organ transplant survivors, not donors?\u00a0\u00a0<\/h2>\n\n\n\n
\"Alipay
‘China has more than 180,000 patients waiting for organ transplants Only 1 in 7 patients has the opportunity to receive a transplant’ Image: Screen-grabbed from the campaign film. Rednote\/\u8682\u8681\u68ee\u6797<\/sub><\/figcaption><\/figure>\n\n\n\n

Can you think of a close demographic that gets plenty of attention in media? Organ donors? It\u2019s an easier story to sell. There\u2019s moral appeal and the promise of saving a life. <\/p>\n\n\n\n

Alipay\u2019s organ recipient focus is smart though. It ties in much better with how they want people to use Ant Forest. While organ donation narratives are full of one-off, dramatic interventions, transplant recovery is a slow, tentative process.  <\/p>\n\n\n\n

It\u2019s not a campaign that urges donations or grand gestures. It\u2019s one that invites empathy through daily routine \u2013 the same daily routine that Alipay and Ant Forest run on.  <\/p>\n\n\n\n

Dao’s wider view\u00a0<\/h2>\n\n\n\n
\n
\"Alipay<\/figure>\n\n\n\n
\"Alipay<\/figure>\n
Images: Screen-grabbed from the campaign film. Rednote\/\u8682\u8681\u68ee\u6797<\/sub><\/figcaption><\/figure>\n\n\n\n

This is not Alipay\u2019s first time engaging with the theme of organ transplants. Back in 2016, the platform partnered with the China Organ Transplant Development Foundation to integrate an organ donation registration portal into its app<\/a>, simplifying what had been a fragmented offline process.\u00a0<\/p>\n\n\n\n

That approach reflects a wider pattern across China\u2019s digital ecosystem.<\/strong> Platforms like WeChat and Meituan have steadily folded public services into their core user journeys, from health tools to civic utilities. The result is a shift in how public interest initiatives are delivered: not as standalone campaigns users need to seek out, but as embedded features encountered through routine behaviour.\u00a0<\/p>\n\n\n\n

What highlighing transplant survivors does for Alipay\u00a0<\/h2>\n\n\n\n
\"Alipay
Image: Screen-grabbed from the campaign film. Rednote\/\u8682\u8681\u68ee\u6797<\/sub><\/figcaption><\/figure>\n\n\n\n

So, what does this latest push actually do? Not much in a clinical sense. It doesn\u2019t improve access to transplants or change medical outcomes. This is about strengthening Alipay\u2019s role in everyday life. By layering new meaning onto Ant Forest, the platform deepens engagement with a feature users already return to daily.  <\/p>\n\n\n\n

It also reinforces Alipay\u2019s positioning as a broader social utility, not just a payments tool. <\/strong>Tying into organ donation and recovery aligns with public interest priorities, while building emotional resonance around otherwise functional behaviour. In effect, Alipay isn\u2019t changing what users do. It\u2019s shaping how those actions are understood, binding the platform further into everyday life.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Alipay has put out a new short film focusing on a demographic rarely put in front of the lens of a marketing campaign: organ transplant survivors. They\u2019re using their Ant Forest (\u8682\u8681\u68ee\u6797) platform along with the drop of a new short film titled The Tree of Rebirth (\u91cd\u751f\u7684\u6811) to raise awareness about habit changes after […]<\/p>\n","protected":false},"author":2,"featured_media":49967,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","footnotes":""},"categories":[6],"tags":[74,62],"class_list":["post-49966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-industries-digital-society","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nAlipay spotlights transplant survivors in new Ant Forest campaign\u00a0<\/title>\n<meta name=\"description\" content=\"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alipay spotlights transplant survivors in new Ant Forest campaign\u00a0\" \/>\n<meta property=\"og:description\" content=\"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/\" \/>\n<meta property=\"og:site_name\" content=\"Dao Insights\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-30T07:39:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-30T07:39:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2301\" \/>\n\t<meta property=\"og:image:height\" content=\"913\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dao Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dao Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/\"},\"author\":{\"name\":\"Dao Team\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\"},\"headline\":\"Alipay spotlights transplant survivors in Ant Forest campaign\u00a0\",\"datePublished\":\"2026-03-30T07:39:15+00:00\",\"dateModified\":\"2026-03-30T07:39:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/\"},\"wordCount\":606,\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Screenshot-2026-03-30-at-14.26.29.jpg\",\"keywords\":[\"Industries - Digital Society\",\"News - Marketing & Branding\"],\"articleSection\":[\"Creative Works\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/\",\"name\":\"Alipay spotlights transplant survivors in new Ant Forest campaign\u00a0\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Screenshot-2026-03-30-at-14.26.29.jpg\",\"datePublished\":\"2026-03-30T07:39:15+00:00\",\"dateModified\":\"2026-03-30T07:39:20+00:00\",\"description\":\"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#primaryimage\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Screenshot-2026-03-30-at-14.26.29.jpg\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Screenshot-2026-03-30-at-14.26.29.jpg\",\"width\":2301,\"height\":913},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/alipay-transplant-survivors\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/daoinsights.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Alipay spotlights transplant survivors in Ant Forest campaign\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"name\":\"Dao Insights\",\"description\":\"News, trends, and case studies from China\",\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/daoinsights.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\",\"name\":\"Dao Insights\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"width\":2400,\"height\":2400,\"caption\":\"Dao Insights\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\",\"name\":\"Dao Team\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Alipay spotlights transplant survivors in new Ant Forest campaign\u00a0","description":"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/","og_locale":"en_US","og_type":"article","og_title":"Alipay spotlights transplant survivors in new Ant Forest campaign\u00a0","og_description":"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.","og_url":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/","og_site_name":"Dao Insights","article_published_time":"2026-03-30T07:39:15+00:00","article_modified_time":"2026-03-30T07:39:20+00:00","og_image":[{"width":2301,"height":913,"url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg","type":"image\/jpeg"}],"author":"Dao Team","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Dao Team","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#article","isPartOf":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/"},"author":{"name":"Dao Team","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978"},"headline":"Alipay spotlights transplant survivors in Ant Forest campaign\u00a0","datePublished":"2026-03-30T07:39:15+00:00","dateModified":"2026-03-30T07:39:20+00:00","mainEntityOfPage":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/"},"wordCount":606,"publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"image":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg","keywords":["Industries - Digital Society","News - Marketing & Branding"],"articleSection":["Creative Works"],"inLanguage":"en-US","copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/daoinsights.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/","url":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/","name":"Alipay spotlights transplant survivors in new Ant Forest campaign\u00a0","isPartOf":{"@id":"https:\/\/daoinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#primaryimage"},"image":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg","datePublished":"2026-03-30T07:39:15+00:00","dateModified":"2026-03-30T07:39:20+00:00","description":"In a new campaign Alipay use thier Ant Forest platform to highlight the struggles of organ transplant survivors. Here's why.","breadcrumb":{"@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#primaryimage","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-30-at-14.26.29.jpg","width":2301,"height":913},{"@type":"BreadcrumbList","@id":"https:\/\/daoinsights.com\/works\/alipay-transplant-survivors\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/daoinsights.com\/"},{"@type":"ListItem","position":2,"name":"Alipay spotlights transplant survivors in Ant Forest campaign\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/daoinsights.com\/#website","url":"https:\/\/daoinsights.com\/","name":"Dao Insights","description":"News, trends, and case studies from China","publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daoinsights.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daoinsights.com\/#organization","name":"Dao Insights","url":"https:\/\/daoinsights.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","width":2400,"height":2400,"caption":"Dao Insights"},"image":{"@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978","name":"Dao Team"}]}},"_links":{"self":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/49966","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/comments?post=49966"}],"version-history":[{"count":0,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/49966\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media\/49967"}],"wp:attachment":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media?parent=49966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/categories?post=49966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/tags?post=49966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}