HSBC HK spotlights local community heroes in new campaign

HSBC Hong Kong has put grassroots changemakers in the spotlight with the launch of its latest campaign, “Celebrating everyday heroes” (社區拍檔大集合).

The campaign is part of HSBC Hong Kong's annual community partnership programme (CPP), established in 2012 to support local community projects. This year, HSBC's charity arm The Hongkong Bank Foundation is allocating HK$18 million to fund 21 district-based initiatives as part of its commitment to strengthen communities through collaboration and innovation.

Done in collaboration with creative agency Hungry Digital and PR and event agency MSL Hong Kong, the campaign aims to highlight the collective efforts of all shortlisted community partners, recognising the impact they have on neighbourhoods across Hong Kong, rather than focusing on just a handful of winners.

Through the campaign, HSBC seeks to highlight the collective efforts of community partners and encourage wider public participation in shaping a more inclusive and connected Hong Kong. 

As part of the campaign, HSBC has created 21 trophies to honour each shortlisted project, capturing the spirit of the initiatives and recognising the achievements of every community partner before the celebration ceremony. To further spotlight their stories, the campaign is supported by a series of social videos introducing each participant, alongside social media content that allows community partners to share the motivation behind their initiatives and the change they hope to bring to their communities. 

In terms of creativity, the campaign has drawn inspiration from the anticipation of major award seasons, celebrating every nominee as part of the moment; similarly, “Celebrating everyday heroes” has positioned all shortlisted participants as integral to the celebration, reinforcing the idea that community impact is built collectively.

The campaign is promoted through various channels, including social media, online display ads, newspaper ads, posters at the community centre, branded website, as well as non-governmental organisation-owned social platforms and service centres.

Furthermore, the campaign will culminate at the HSBC Hong Kong Community Festival, taking place at Central Market on 25 and 26 April, where community partners will feature their projects and share their achievements with the public.  

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Back in November last year, The Hongkong Bank Foundation joined hands with Hong Kong-based charity Food Angel to launch a three-in-one physical game set to spotlight the issue of loneliness amongst the elderly in Hong Kong.

Also known as “Be my playmate” (餐餐友得玩), the campaign was an extension of the three-year partnership between the foundation and Food Angel to scale up cook-chill meal production facilities and expand food assistance across the city.

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