MPF education campaign launched in HK

<p>Local shop Triangle Pacific has launched the first phase of a </p><p>multimedia campaign to formally inform the Hong Kong public about the </p><p>government's Mandatory Provident Fund (MPF). </p><p><BR><BR> </p><p>The campaign comes at a time when banks and insurance companies have </p><p>flooded the market with advertising to promote their own products and </p><p>services - it will therefore serve to create a benchmark for standards </p><p>in the eyes of consumers bewildered about the wide array of choices they </p><p>face. </p><p><BR><BR> </p><p>The multi-million dollar campaign for client, the Mandatory Provident </p><p>Fund Schemes Authority, utilises television, radio, print and Internet </p><p>media. </p><p><BR><BR> </p><p>Three to four TVCs are planned for this year, with the first already </p><p>airing and focusing on the core principles of the MPF. </p><p><BR><BR> </p><p>The other commercials will concentrate on benefits and legal </p><p>aspects. </p><p><BR><BR> </p><p>Triangle Pacific executive creative director Rodney Tam said the </p><p>strategy was aimed at educating people about the concept of a provident </p><p>fund. </p><p><BR><BR> </p><p>He said that while it will be illegal for employers not to have a scheme </p><p>in place for their staff after December 2000, the campaign adopts a </p><p>"soft tone". </p><p><BR><BR> </p><p>"This isn't like the ICAC campaign, where you see lawbreakers being </p><p>handcuffed and the jail door slam shut in front of them." </p><p><BR><BR> </p><p>The idea is that the provident fund is beneficial to everyone in the </p><p>long-term after they retire. </p><p><BR><BR> </p><p>"That's why we wanted to make the legal part of it less formal, with the </p><p>focus being that this thing is part of your daily life," he told </p><p>MEDIA. </p><p><BR><BR> </p><p>Triangle Pacific won the account in January following a competitive </p><p>pitch that involved four agencies. </p><p><BR><BR> </p><p>Mr Tam said his agency won the account largely on its strategic </p><p>recommendation. </p><p><BR><BR> </p><p>The voiceover talent for the first TVC was the Hong Kong government's </p><p>financial secretary, Donald Tsang. </p><p><BR><BR> </p><p>This fact was highlighted at a news conference to launch the campaign </p><p>and Mr Tam said it would make the TVC more impactful. </p><p><BR><BR> </p>