HKFWS: Introducing a new brand campaign for an NGO in Hong Kong through internal and external communications

Hong Kong Family Welfare Society
Challenges

Fostering internal and external understanding on a corporate vison

Established in 1949, the Hong Kong Family Welfare Society (HKFWS), one of the NGOs focusing on family well-being, refreshed its brand identity and revitalised its brand core value of “Family Matters”. In 2019, they developed a 5-year framework ‘Envisioning 2024’, aimed at strengthening the application of their unique “family centered” intervention approach across services by effectively addressing the need of families to safeguard family wellbeing and develop a family-friendly environment in the rapidly changing society.

In 2020, Sinclair was appointed to create a holistic communications strategy and implementation  plan, to foster both internal and external communications of the organization using its new identity and communicating its brand values.

Approach

Narrative Crafted a strong storyline to introduce ‘Envisioning 2024’ consistently through internal and external communications channels, highlighting core brand values in a motivational and engaging way.

Social Tools Leveraged Facebook Workplace, a centralised platform to unify the core message of HKFWS, and delivered it to over 1,000 internal staff who work at different service centres across districts. The key was to encourage staff to collaborate, exchange ideas, and establish a strong internal culture with consistent language.

Website Developed a dedicated campaign site with a refreshing and friendly tone to attract public awareness and drive participation rates to a photo submission competition and online self-assessment survey.

Amplification Drove conversion rates for external communications activities through an O2O strategy, which included an influencer engagement and SEM strategy to amplify the efforts in raising public awareness and bringing traffic to the dedicated campaign site.

Insight Adapted to the unforeseen situations presented by COVID-19, and developed an overarching communications and partnership strategy for 2021, to assist the organization with engaging key stakeholders within the community

Outcomes
64%
people in the workplace activated accounts
+443%
people participated in the online campaign
+254%
increase in number of participants that did the online self assessment from Jul-Dec 2020
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