Promotion and Publicity of

Hang Seng – HKFWS Youth Mediation Scheme 2018-19

Part 1: The Recognition Ceremony

In response to the increasing need of peaceful conflict resolution in school setting, Hang Seng Bank has supported Hong Kong Family Welfare Services (HKFWS) since 2013 to widely promote mediation education in primary schools through the “Hang Seng – HKFWS Youth Mediation Scheme” (The Scheme).

ViAsia PR is delighted to be responsible for the promotion and publicity of the Scheme 2018 – 19.  We have derived a strategic publicity plan to promote the Scheme, including Mediation Storybooks and Peer Mediation Mobile App (PM App) to make the impact of the Scheme more sustainable; created spin-off media / publicity activities by leveraging the Scheme’s programmes; and produced 2 promotion videos for the PM App for showing in public events & social media channels.

A Recognition Ceremony which serves as an annual press event to promote the Scheme was held on 26 June 2019. At the Ceremony, certificates were presented to 25 schools and 400 peer mediators. The upgraded PM App which has added a new mediation storybook and interactive games, serving as programme tool for story-telling was also launched. ViAsia PR planned & managed the event and arranged media interviews for publicity.

Over the 6 years, about 120 primary schools joined the Scheme with over 2,200 students trained as peer mediators. The project has served over 64,000 participants including students, teachers and parents.

Scope of Services

PR Strategy

- Promotion and Publicity

- Editorial Write-ups and Features

- Media Pitching and Liaison

- Media Release and Monitoring

- Event Planning and Management

- LED Backdrop Design

- LED Gimmicks and Animation

- Venue Decoration

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