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Promotion and Publicity of

Hang Seng – HKFWS Youth Mediation Scheme 2018-19

Part 4: Media Coverage

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; arranged 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.

During the year, we have arranged online and offline publicity for the Scheme, matching with HKFWS’ programme schedule and according to our promotion plan.  Our PR team generated news angles, identified the key media, complied the media release and organized PR activities. Having liaised, a series of media interviews with the service targets (students, parents, teachers and volunteers) were completed. Features on the Scheme with requested promotion focus on Mediation Storybooks & Story-telling Programme, PM App and the Recognition Ceremony were widely covered. The promotion viral videos increased the download rate of the PM app.  All KPIs are successfully achieved.

Scope of Services

- PR Strategy

- Promotion and Publicity

- Promotion Plan

- Print and Online Media Liaison

- Generating News Angles

- Identifying Key Media

- Editorial / PR Release Write-ups

- PR Activities

- Media Interviews

- Features and Articles

- Viral Promotion Videos

- Media Reports & Values

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