ICAC's anti-corruption campaign reinforces zero tolerance for 'bad eggs'

The objective of the campaign is to enhance public trust in ICAC and reiterate the anti-graft agency's zero tolerance to corruption.

Using the adage of "it only takes one bad egg to spoil the whole bunch", the value of integrity is symbolised by an egg yolk, which is pure and protected inside the eggshell.

Once broken, however, impurities will enter the shell and spoil the yolk, just like how corruption will ruin society. "Not even one rotten egg can be allowed to compromise our standards," according to a line of copy in the main TVC.

“This analogy is so simple and strong; and has creative room for an impactful and memorable campaign so people know that the ICAC gives Hong Kong its unique advantage,” said Kitty Lun, CEO and chairman of Lowe China. Emma Chan (Lowe's group creative director) and Simon Leung (Smoke Film director) were also part of the production team for this campaign.

Consisting of a 30-second TV spot, bus shelter and body ads as well as radio executions, the campaign will run until end December as its launch phase.

Hong Kong has slipped two places in Transparency International's global Corruption Perceptions Index to this year's rank of 14th in a total of 176, thanks to some prominent corruption cases widely reported in local media such as the ongoing bribery allegations against the Kwok brothers who head Sun Hung Kai Properties.