“Hong Kong’s initial green programmes were designed to educate the general community and create awareness. This programme puts the focus on educating children, by leveraging the power and influence children have on adult behaviour,” said Caroline Mak, group specialty retail director at The Dairy Farm Company.
The campaign is engaging over 200 schools reaching more than 33,000 students, and more than 4,000 retail shops under the Dairy Farm umbrella in Hong Kong (including Wellcome, Manning’s, Ikea and 7-Eleven).
Besides designing and developing the creative campaign, Splash has brought in local indie band, The Pancakes, to compose a theme song entitled ‘Little green ambassadors’ to be played in Dairy Farm stores.
The first burst of the programme will continue through 12 June.
