Standing out from the crowd
FWD, an insurance company established in Hong Kong 2013, believes in the importance of giving back, and supporting communities with disabilities. With a vision for Community Care, FWD empowers people to live life to the fullest through campaigns that raise public awareness and promote social inclusion. FWD partnered with Special Olympics Hong Kong (SOHK) in July 2018 to champion the spirit of diversity and inclusion, under the theme of #PlayUnified. Key communication challenges included making FWD stand out from the crowd to compete with other long-standing insurance companies, and educating the wider community to foster a more inclusive and accepting society.
Storytelling
Built strong story angles to appeal to different media sectors by identifying targeted touch points and utilising various spokespersons while generating brand awareness and promoting FWD’s position as a leader in corporate CSR initiatives
Collaboration
Creative partnerships, such as with SOHK, local sports KOLs and a well-known Hong Kong band, Supper Moment, featured not only on event days throughout the campaign, but also in a music video with Supper Moment
Engage
Held an interactive kick-off ceremony featuring bocce, a sport unique to the Special Olympics, and emerging sport dodgebee, to showcase the spirit of social inclusion. Media were invited to witness this showcase of diversity and inclusion
Amplification
Various owned and paid online and social media channels were engaged to amplify campaign messages
