WORK / HKJC
Showcasing the Transformational Work of Hong Kong’s Leading Charity
Content Strategy /
Case Study Writing /
Brand Messaging /
NGO Content Marketing /
“Dora and JP were able to put the project teams’ thoughts and learnings into written words, with minimal input from JC staff. This has been tremendously helpful to the organisation as the staff is overwhelmed with work.”
The goal was to strategize and produce up to six 20-pages case studies on a range of long-term charity projects over two years, with the objective to create accessible, engaging and easy-to-understand cases to reach a wider audience. These include a five-year project aimed at transforming how Chinese is taught to young members of ethnic minorities, a three-year initiative to make Hong Kong an age-friendly city and a seven-year programme that focused on providing in-school life-skills education for local teenagers.
Working with numerous actors from across the Trust and conducting interview with project stakeholders such as leading academics, NGO partners, beneficiaries and their families, we developed cases that integrated HKJC’s main messages with the important human impact these projects delivered. Beyond jettisoning jargons to deploy a more concise, human and authentic brand language for the Trust, we embraced storytelling as a core pillar of content architecture and immersed visitors into the stories of real kids, parents, social workers and children. With our quick understanding of the issues at hand and a deep empathy for charitable work, we were able weave a compelling narrative through a more focused, easily to follow framework.