Objective: To promote the centre of ICRC in Hong Kong which educate people about the child soilders problems in war zones.
GET HK people
TO Visit the Humanity Centre
BY symbolizing the war zone as the dark
and the best way to deal with it is
to confront it.
​Concept：直視黑暗
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Our main idea focuses on the dark side of the world. The dark sides are like something that we have known their existence for years but we always try to ignore it. It symbolizes the dark in third world countries. To deal with it, the first step is to confront it and let the dark expose.
​STAGE 1: TVC
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The TVC aims at arousing attention and interest by questioning the audience, and pointing that every human has dark side. They are just not willing to face it. It leads the audience to go online and search more information about the whole campaign.
​STAGE 2: INTERACTIVE PRINT
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The interactive billboard will be placed on the long passage inside MTR station. When they come close to the billboard, light will automatically turn off. At the same time, fluorescent words of child soldier’s soliloquy will reveal due to the turn on of ultraviolet light. It aims at giving information of the centre to the passengers by using the effect to draw their attention.
​STAGE 3: GRAFFITI STICKERS
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The graffiti sticker will be placed in Yau Ma Tei and behind seats of the bus that will pass through the centre. The hidden images of child soilders need to be uncovered by the audience, It also gives simple information about the centre and guide the readers to visit. Thus, the process involves a call for action and it helps to promote the centre to people around.
​STAGE 4: HUNTING EVENT
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Location : Mong Kok
This stage aims to provide a chance for the audience to take initiative to discover the darksides. There will be a hunting event coming up to call for the audience’s action. The super mini figures of different scenes in war zones will be placed in the corners of the city to create contrasts. We will announce the event in our Facebook page and official website. By encouraging the audiences to snapshot the figures, It is hoped to call for their action and post it on their own social media platform. The hunting event will continue to hold in different districts to let people keep searching to create the retention.
