The agencies have developed a viral search campaign for the 12,000 children who were part of Plan’s charity work in Hong Kong 50 years ago. The NGO is opening a new fundraising office in the territory on 1 July.
Plan International is a 70-year-old global aid agency working on behalf of children in developing countries. It first operated in Hong Kong from 1959 to 1971 under the name Foster Parents Plan, to deal with the sudden influx of refugees from China and, later, Vietnam.
Plan International is a 70-year-old global aid agency working on behalf of children in developing countries. It first operated in Hong Kong from 1959 to 1971 under the name Foster Parents Plan, to deal with the sudden influx of refugees from China and, later, Vietnam.
It is also targeting middle-income families and SMEs in Hong Kong. It asks them to help those in extreme poverty in China, Asia and around the world via a monthly child sponsorship scheme.
Golin Harris will be responsible for the PR and media relations, while Lowe will develop creative executions, and Initiatives will be in charge of the print and online viral marketing campaign. The second phrase of the print campaign, ATL and BTL developed by Lowe and Initiative, will launch in mid-June and July.
Jacinta Reddan, deputy managing director of Golin Harris, said: “Plan first came here when this was a beneficiary territory, but Hong Kong’s rising prosperity over the past several decades has now seen it become a donor market. So through Plan, we see a remarkable story of the tenacity of Hong Kong’s people.”
The appointment of the IPG team followed the March multi-agency pitch led by Plan’s Australian marketing director and its senior management in Hong Kong.
