The initiative, which was developed alongside Saatchi & Saatchi and wwwins Consulting, focuses on exemplary measures taken in the interests of sustainability by major corporations such as HSBC, Hang Seng Bank, OOCL and Cathay Pacific.
According to a statement by CCBF, a goal of the campaign is to challenge additional companies to develop their own measures to counter the global warming issue.
Featured examples include HSBC’s pledge to operate as a carbon neutral bank; Hang Seng Bank’s paper saving electronic statements; and Cathay Pacific and OOCL’s commitment to increase fuel efficiency.
The message is conveyed via out-of-home, print, online and direct mail components, with corporations and individuals being invited to share personal sustainability-related stories on a designated microsite, whatsyourstory.com.hk. Notably, wwwins Consulting-developed site reportedly uses an algorithm designed to reduce carbon dioxide emissions, and features an energy-saving black background.
The CCBF is made up of 27 companies within Hong Kong and is led by founding members Cathay Pacific, HSBC, Standard Chartered, Hang Lung Properties and Sino Group.
