The drive is running on the MTR, along with cinemas, after the newspaper’s competitors declined to run the campaign. The new reporting hotline aims to help Apple Daily stay on top of breaking news. “Hong Kong people have become more outspoken and willing to raise their voice in society,” said Next Media corporate creative officer Elaine Chow, the creator of this campaign. “As long as they give us newsworthy sources, we will do the digging and investigation.”
Three versions of the print ad are running in Next Media titles over the next three months, including a magnetic sticker execution that aims to prolong the life of the advertising message.
