Pride@NFTea:
Taiwan's First LGBTQ+ Blockchain Fundraiser
A Meta Volunteer Team's Social Impact Initiative Supporting Taiwan's LGBTQ+ Community
How might we integrate blockchain technology with Facebook fundraisers?
It was not a typical design project - It all started with a Facebook blockchain fundraising hackathon proposal in 2022. As the Russia-Ukraine war unfolded, our team of Meta employees across Taiwan, Hong Kong, and Singapore witnessed how international financial aid was increasingly being channeled through blockchain networks to bypass traditional cross-border payment restrictions.
This observation sparked our initial hackathon idea: could we create a blockchain fundraising solution that would eliminate international money transfer limitations for humanitarian causes?
I was invited to join this cross-regional team to develop the Facebook blockchain fundraising concept, bringing together diverse perspectives on how emerging technologies could serve social good.
After our hackathon success, we decided to turn this concept into reality by partnering with Taiwan LGBT Hotline Association. We proposed designing an NFT fundraising campaign that would complement their annual Pride fundraising efforts, offering them a new way to engage younger, digitally-native audiences while maintaining their core mission of LGBTQ+ advocacy and support.
Collaborating with Taiwan LGBT Hotline Association
Designing an NFT fundraising campaign to engage the younger audiences
Taiwan LGBT Hotline Association needed innovative ways to engage younger audiences and expand their fundraising reach beyond traditional methods. Over six intensive months, our cross-regional team transformed this hackathon concept into Taiwan's first LGBTQ+ blockchain fundraising initiative with a holistic approach.
How we delivered the Taiwan's first LGBTQ+ blockchain fundraising initiative with the 4 core components:
Pride NFTea Campaign Website
We created 340 unique Pride@NFTea - bubble tea-themed digital collectibles representing Taiwan's diverse culture.
Interactive NFT Collection
We created 340 unique Pride@NFTea - bubble tea-themed digital collectibles representing Taiwan's diverse culture.
On-chain Interactions: Custom-coded animations responding to user interactions (clicks, keyboard, cursor movements)
Automated Donations: Every mint and transaction generates direct donations to Hotline
Virtual Proud Bar & IG AR Filter
With the 3D metaverse space on OnCyber for community gathering and NFT exhibition, everyone was invited to explore our fantastic pride bar in metaverse!
Safe Space Creation: Virtual environment for global LGBTQ+ community connection
4. Immersive Event
Not just virtual - we hosted a real-world Virtual Proud Bar parties bridging digital and physical spaces, collaborating with LGBT influencers in supporting the community.
107,617
link clicks
Standard Ad Recall: 9.1pts (vs 4.7pts Asia Pacific average, 5.1pts Organizations & associations average)
NT$3
cost per link click
Standard Brand Awareness: 4.1pts (vs 2.3pts Asia Pacific average, 2.0pts Organizations & associations average)
Action Intent: 3.1pts (vs 0.5pts Asia Pacific average, 2.2pts Organizations & associations average)
3.01%
CTR
Taiwan's first LGBTQ+ fundraiser built on blockchain
When our Taiwan event finally launched, I flew from Singapore just to be there in person. The most memorable moment? Finding myself laughing in a colorful ball pit with teammates whom I met face-to-face for the first time after six months of virtual collaboration. It felt completely surreal—here we were, a completely voluntary, cross-functional team spanning three different locations Singapore, Hong Kong, and Taiwan and sales, creative design, public relations, and more - pulling off this massive celebration that brought together LGBTQ+ advocates, tech enthusiasts, and blockchain innovators in one space.
That ball pit moment became the perfect metaphor for our entire journey. We started as separate spheres—different in expertise and background—but ended up creating something playful, meaningful, and much bigger than any of us had imagined.
Leveraging Tech for Social Innovation
This entire Pride@NFTea journey has profoundly underscored the huge potential of leveraging technology for social good. From the initial internal spark of a Hackathon proposal focused on blockchain fundraising, to seeing our "NFTea" art generate real-world impact for Hotline, it's been an incredibly rewarding experience. We navigated the complexities of blockchain and NFTs, explored the immersive possibilities of the metaverse, and all in service of empowering an NGO with innovative solutions.
The Power of Cross-Functional Collaboration
What made this project truly special was the spirit of collaboration and dedication within our voluntary, cross-functional team. We proactively connected company resources across different departments – including sales, creative design, and public relations – and built a strong partnership with Hotline. This collective effort was instrumental in bringing our vision to life which I learned so much from it.
Impact Beyond Resources & Borders
Despite operating with limited resources, we managed to create an impactful campaign that resonated widely and expanded our influence. This initiative was particularly inspiring because it showcased what a globally distributed team could achieve. Some of our team members, spread across three different locations, had never even met face-to-face, yet we collaborated seamlessly to deliver such a grand event.
Building a Community of Passionate Individuals
Beyond the technological innovations and the significant impact for Hotline, this initiative gifted me something invaluable: a network of like-minded individuals. This experience has been a powerful reminder of the human connection that can be forged through technology and a testament to what can be achieved through collective passion and a shared belief in making a difference, and I was so happy that we made it.