CAGE HOME SOCIETY FOR COMMUNITY ORGANIZATION Petition to the Government of Hong скачать в хорошем качестве

CAGE HOME SOCIETY FOR COMMUNITY ORGANIZATION Petition to the Government of Hong

CAGE HOME This campaign budget was extremely limited -- there was no media budget, and only a small amount for production. Thus, the strategy was to create as much 'noise' as possible by being as 'interruptive' as possible -- such as placing the miniature cage homes and posters on Hong Kong's busiest and most affluent streets to emphasize the contrast of the two worlds, and using low-budget channels (eDM using mailing lists from SoCO's partners) and formats that would attract the most attention, and generate sharing and 'buzz'. Capturing the essence of the problem at hand, which is the woe of living in a highly limited space into which every aspect of life was crammed, the communications brought this living condition to live by cram everything into the available space of the medium, whether it's a poster or a display. With the interactivity of the Intenet, our eDMs take the message further by making the point that this problem can no longer be ignored. To do this, we used five key approaches: 1/ Street Marketing: We had local artists make miniature replicas of real cage homes and their residents, and placed these models on the city's most affluent streets to attract attention to the issue. 2/ Street Posters: We created 8 posters featuring real cubicle apartments, each using 'bird's eye view' photography to dramatize the cramped spaces, and paired them with 'good news' press headlines: "Hong Kong ranked as most livable city by The Economist", "Hong Kong ranked as freest economy for 18th consecutive year", etc. -- then posted these on city streets. 3/ Enabling direct action by citizens: Each cage model and poster carried a QR code that, when scanned, allowed citizens to a send a letter directly to the Chief Executive, imploring the government to take action. 4/ eDM to Hong Kong residents: When opened, a window showed a cage home/cubical apartment photo, but when the recipient tried to close it, another appeared, then another -- until a message said 'Ignoring the problem won't make it go away', prompting them to visit the SoCO exhibition at the Cultural Center. 5/ An Exhibition on Cage Home / Cubicle Apartment Living at the Hong Kong Cultural Center: All photography for the project, along with further information on cage homes/cubicle apartments, was presented in an open exhibition at the Cultural Centre main gallery. HONG KONG Advertising Agency: Publicis Hong Kong Creative Director Mark Birman, Terry Cheng, Kwong Chi Kit Art Director: Kwong Chi Kit, Dave Ho Copywriter: Terry Cheng, Kerwin Choy Director Vincent Chow Digital Designer: AmyChan&Maxwell Ip Photographer: Tim Lau&Benny Lam, Props Maker:On Tai Retoucher: Henry Chan Association/ Client: Society for Community Organization Supervisor: Yuen Shuk Yan