2. CONTENTS
This Is A List
01 Executive Summary
02 Argument & Model
Situation Analysis & Issue Statement
03 Plan Implementation
Moment Close To Death, 60 Seconds In ICU
& Life Extend
04 Evaluation
Budget Breakdown, Audience reached & feedback
AIDA Model & Persuasion Model
4. 01 Who we are?
● PR agency, represent the Green Burial
(绿色殡葬) of Food and
Environmental Hygiene Department
(食物及环境卫生署)
● Organize a campaign of Life
education
5. To disseminate information
about awareness of life to the
students we choose
Life Extend
To build up the
brand of Green
Burial
Theme
Goal
6. 02Why we do this?
● Taboo ● Limited land
resource in HK
● Aging problem is
getting more serious
7. High teenager suicide rate in HK
• The suicide rate in HK from 2012 to 2015 raised 76.1%
• From 2015 to 2019, there are nearly 140 students under the age of 19 committing
suicide.
10. Why Here?
● This area is the important education district of Hong
Kong, there are many famous universities and schools.
● Many media institutions are located on this area, it will
easier for us to attract the attention from them to promote
our campaign.
● This area is covered by East Rail Line, which is the most
suicide incidents happened line.
13. 01 AIDA model in the campaign
A I
D A
Posts on Facebook and IG
Videos and posters to highlight key points
Souvenirs:
Postcards, photos and DIY plants
Interest
ICU simulated experience
DIY activities
Celebrity’s story
Impress & educate: cherish and extend life
Action
Spokesman: HK celebrity Yu Decheng
Release his story on Facebook and IG
Invite him to speech
Desire
News items:
Email: “港中大21岁男生东铁线卧轨自杀”
HKBU News & CityU News Centre
Attention
14. 02 Ethos, pathos & logos in
persuasion
Credible source:
Spokesman’s real story
Cooperation with HKBU and CityU official accounts
Ethos01
Negative emotion: fear to death---ICU experience
Positive emotion: hopeful and optimistic to life
Life can extend & never stop
Pathos02
Facts and cases of young people’s suicide
Data evidence: suicide rate in Hong Kong
Our campaign is necessary and urgent
Logos03
15. Why choose Yu Decheng
as spokesman
IG followers
118,000
Local, young & handsome01
Real story02
2018, August
Serious accident
Draw much public attention
18. 01 Moment Close to Death
-Pre-promotion for the whole
campaign
-Period: 10/14-10/26
Upload Video to Youtube01
Post on Facebook02
Email03
Oct. 14/16/18/20/22
Oct. 14/16/18/20/22/25
Oct. 25/29
19. 1.Content:
• Interview celebrity(Dickson Yu) and three
normal people,
• Tell stories of experiencing death or watching
death.
2.Quantity: 5 video. (1+4)
Interview Video
Upload Video to Youtube01
Reference：https://www.youtube.com/watch?v=yccfiGO-dIg
20. 1.Content:
-Story description of Interview
video; Pre-notice for following
activities
-Encourage comments and
share;
-With hashtag and @ official
account of HKBU and CityU.
2. Quantity: 6 Posts
Post on Facebook02
21. Email Newsletter03
1.Content:
-Promote the whole campaign;
-Prenotice next stage--campaign--60 seconds
in ICU;
-Campaign Poster.
3. Email through the communication and
public affair department of HKBU and CityU
23. 01CAMPAIGN INFORMATION
About Time And Venue
Left: Li Promenade Road in HKBU
Right: Yeung Kin Man Academic Building in CityU
HIGH
EXPOSURE
- October 28-31 (Mon – Tue In HKBU, Wed – Thur In CityU)
- Lunch Hour & Break, Afternoon Tea Period & Afterschool
Time: 11:00-18:00
MUST ROAD
PEAK TIME
HIGH VOLUME
Venue
50,000
28. 03ONLINE PROMOTION
Facebook, Instagram, etc.
Oct. 28, 2019
Review of today and mention of tomorrow’s event in
HKBU
Oct. 29, 2019
Review of today and invitation of tomorrow’s event
in CityU
Oct. 30, 2019
Review of today and mention of tomorrow’s event in
CityU
Nov. 2, 2019
Review of 60 Seconds In ICU and preview of the
following campaign Life Extend.
30. 03Offline Campaign outline
Life Extend
Green plants
workshop
Scattering lime
powder
workshop
Discussion &
Sharing
2:00-3:00 p.m 3:00-3:30 p.m 4:00-5:30 p.m
Time: 7th(HKBU)-8th(CITY U) November
Venue:Open area(HKBU: Li Promenade Road;
CITY U: Yeung Kin Man Building)
31. 03Green plants workshop
rundown (2:00-3:00 p.m)
1. Distributing potted plants, flowerpots and other necessary
materials.
2. Students make potted plants under instructions from staff and
tips on table.
3. Students bring potted plants home or bring them to the next
session
32. 03Scattering lime powder
rundown (3:00-3:30 p.m)
1. When students entered the sound-insulated
movable room, they are faced with each rows
of fish tanks and potted plants.Staff remind
them being quiet.
2. They are taught to choose one item from a row.
3. While staff explored recent troubles with them,
the scattering starts.
4. "Let troubles gone with wind",the staff will
comment like that when ending.
5. Participants can write thoughts on memo wall.
33. 03 Sharing & discussion
rundown (4:00-5:30 p.m)
1. (Before 4:00) Replay the interview radio in the initial stage
when students are signing up and finding seats.
2. (4:00- 5:00) The host introduce Yu Decheng and interview on
his suffering on sick coma.
3. (5:00-5:30) Q &A session
� Organised staff
� Promotional leaflet
� QR code of FB account
� Pre-video
✔
✔
Materials to prepare:
34. 03Online
promotion
HIGH
Facebook, e-mail
Nov. 8, 2019
Review on @HKBU FB and advance notice of
tomorrow’s event in @CITY U FB.
Nov. 7, 2019
Advance notice by e-mails on HKBU.Online survey
starts.
Nov.15 , 2019
Online survey closed.
37. 04Evaluation
Audience reached & feedback
Metrics Description
Social Media Reach "likes", comments, mention and repost to measure the effectiveness
Web Content whether the content was good enough
Individual Visitors how many times of revisit during different period of time
Click Through Rate evaluate the number of page visit and actionable step
Page View including website and videos page
Email Opening to measure the open rate of different activities
Participation attended rates of different activities
38. 04Evaluation
Audience reached & feedback
social Media Reach: posts, comments
2000+ posts
videos views, pages exposure
10,000+ views
over 500 people in first activity
400 students in the second activity
1000+ people
high exposure of offline activities
around 20,000 in HKBU & 30,000 in CityU
50,000+ exposure
