Empowering people to live life to the fullest through a CSR campaign

FWD
Challenges

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.

Approach

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

FWD x Special Olympics Hong Kong - Sinclair case study
Outcomes
+60
media coverage across print, online and broadcast
76%
of coverage mentioned ‘social inclusion’ key message
+374,000
video views, likes and shares across social media channels
  • FWD x SOHK campaign featured across broadcast, print, online and social media such as Capital Weekly, Now TV, Cable TV, Hong Kong Economic Journal, Ming Pao, Metro Daily, Now Sports
  • 100% of media articles and social media stories featured positive or neutral sentiment
  • 20 media attended the interactive kick-off ceremony
  • Google searches in Hong Kong for Special Olympics increased by 22% during the campaign period
  • FWD’s brand awareness and consideration was increased by 10% and 60% respectively
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