MTR fosters community kindness and change with ESG campaign

MTR Corporation has launched an ESG campaign to demonstrate how small acts of kindness and collaboration can drive meaningful change in the community.

Also known as “Hearts in Transit” (站近有心人), the campaign is available until 21 February. It is done in collaboration with local broadcaster HOY TV and media agency Mindshare, targeting the mass public.

The campaign highlights the corporation’s dedication to building a better society by championing inclusivity, sustainability, and collaboration, according to the release. By offering platforms for individuals and communities to thrive, MTR reinforces its role as more than just a transportation provider—it is a trusted partner in creating possibilities for all.

As part of the campaign, MTR has launched a series featuring three heartwarming stories, brought to life by local TV host Akina Fong. In these videos, she explores how MTR’s partnerships are transforming lives across Hong Kong and how small acts of kindness can create meaningful change for those in need. Each video focuses on one or two key initiatives by MTR, using real and inspiring stories to highlight MTR's dedication to aiding those in need and enhancing its corporate responsibility image.

One story tells of a father’s love for his son, expressed through a simple piece of chocolate. MTR station shops have partnered with individuals with special educational needs, providing them with opportunities to showcase their talents and pursue their dreams. 

Another narrative highlights the creativity of the MTR volunteer team, who repurposed retired train components into exercise equipment. These tools help elderly citizens stay active and healthy, demonstrating how sustainability and care go hand in hand. 

The final story celebrates local artists who have been given free spaces within MTR stations to exhibit their work. This initiative not only aims to support artistic expression but also to enrich passengers’ journeys with vibrant and inspiring visuals. 

The videos are being promoted on TV and MTR's owned platforms, including social media channels such as Facebook, Instagram, YouTube, LinkedIn, and WeChat, as well as on official sites, in-train TV, radio, and print media.

Don’t miss: MTR taps girl group YOLICA to celebrate 45-year legacy

Back in September last year, MTR Corporation launched a social media campaign commemorating its 45th anniversary, showcasing MTR’s commitment to engaging a younger demographic. The campaign followed the launch of MTR’s anniversary campaign featuring a nostalgic journey in a thematic TV commercial, showcasing iconic songs and movie scenes, along with a limited-time 45th anniversary-themed train.

To sustain the celebratory momentum, MTR partnered with The Bread Digital to develop a dynamic strategy that captures the energy of railway transportation. The campaign theme revolved around youthful vigour, forward momentum, and the energetic spirit that has propelled MTR through its 45-year journey. 

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