Save the Children HK taps local stars to combat child abuse

Non-profit organisation Save the Children Hong Kong has launched the "Safe start for little seed" (守護童萌) campaign to promote a culture of zero tolerance for child abuse.

This comes as Hong Kong's mandatory child abuse reporting law took effect earlier this year, requiring 25 professional groups to report suspected abuse. But Save the Children HK says the law is only a start. The "Safe start for little seed" campaign calls on the whole community - parents, neighbours, coaches, tutors — to become "seed guardians" by spotting risks early, showing care, and seeking help.

Beyond legal protections, the initiative aims to plant the "soil for safe sprouting" across society, ensuring that children's safety remains the top priority anytime, anywhere.

The campaign is supported by local celebrities including Alice Fung, singer-songwriter and Phil Lam, Time Still Turns the Pages (年少日記) child star Sean Wong, and celebrity mother Grace Chan. In addition to sharing personal insights on positive parenting, they are calling on the public to sign the petition and become a "seed guardian" to protect children.

As part of the campaign, a video is launched featuring Fung, Lam and Wong. In the video, Fung admitted she once slapped her son after he ran into the road, saying, "It was actually my own fear." Meanwhile, Lam shared that while his parents were strict, they never used corporal punishment — a trusting approach he now uses with his 18-month-old son. Wong, who played a pressured child in the film Time Still Turns the Pages, knows how hurtful words can be. In real life, he is grateful his parents don't pressure him over grades.

Ultimately, Save the Children Hong Kong seeks to foster a culture of zero tolerance for child abuse at all levels of society. Only then can Hong Kong truly become a child-friendly, child-first environment. The organisation also urges the government to continuously monitor and improve policies, and to review them regularly to ensure children's safety is fully protected.

Kalina Tsang, CEO of Save the Children Hong Kong, said: "Becoming a 'seed guardian' is not just a slogan; it is an invitation. The law has built a safety net, but for children to truly flourish, the whole city must walk together to plant a culture of 'zero tolerance for child abuse' in every piece of Hong Kong soil. One active act of care today means one less regret tomorrow." 

MARKETING-INTERACTIVE has reached out to Save the Children Hong Kong for more information. 

Save the Children Hong Kong is committed to advancing child protection through prevention. At community level, its "Heart to heart parent-child" programme strengthens parents' positive parenting and non-violent communication skills through workshops. It ensures children grow up in a respectful and harmonious environment, enhancing their self-protection awareness and parent-child relationships.

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