HK Government uses longer slot for danger alert

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