HONG KONG: The Government has broken with tradition to use drama
and humour in a campaign that alerts people to the dangers of poor
building maintenance.
The television-led effort follows a spate of recent incidents in which
pedestrians have been injured by falling masonry.
The Buildings Department's advertising, developed by PMP International,
marks a noticeable departure from public service announcements, which
usually has a straightforward and informative presentation style.
The importance given to this issue is reflected in the shift in
executional strategy and is also underlined by the longer time slot. The
campaign consists of 60 and 30-second spots. PMP creative director,
David Wong, said: "Bricks, plaster work, even concrete canopies and
balconies have fallen off buildings onto the pavement. These incidents
seem to have been occurring more frequently recently and that is why the
Government has decided to devote more resources to this campaign."
The TVC features a couple dodging falling objects as they walk along
streets and alleys on a dark, rainy night. They believe they are safe
when they reach home but they are mistaken and the final scene shows the
woman narrowly escaping death after the balcony falls off the building.
