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N. Public Sector Campaign of the Year


Certificate of Excellence
Campaign Title

The Halloween Haunting: An Undercover Campaign for Purchasing Decorative Contact Lens Without Optometrists Supervision
Client

The HK Association of Private Practice Optometrist, The HK Society of Professional Optometrists & The HK Optometric Association
Agency

GREY Healthcare Hong Kong

In a bid to educate the public about the potential risk of buying decorative contact lenses without the supervision of an optometrist and to lobby the Hong Kong Government to amend the Medical Devices Ordinance, a campaign was launched using mystery shoppers to video record misleading claims during sales transaction. Reporters were invited to bring hidden cameras, following the mystery shoppers. In addition, LegCo panel was lobbied and celebrities used to share their experiences. The undercover videos were played during a press conference. As part of the second phase of the campaign, a survey was distributed to secondary school girls to investigate hygiene misconceptions. Two press conferences generated US$6.85 million media value across TV, radio and print. The Department of Health launched the first education campaign comprising two television spots on the dangers of improper decorative contact lens usage, and the Consumer Council released a special report on the malpractice of vendors, generating coverage in 31 leading media with a media value of more than US$73,000. Education leaflets were also distributed to primary and secondary schools. As a result, LegCo Panel member demanded Government action to amend local ordinance, triggering discussion among members to pressurize the Government.

Honourable Mention
Campaign Title

Shed some light on Census night - 2011 Census of Population and Housing
Client

ABS
Agency

Australian Bureau of Statistics

The Census of Population and Housing wanted to raise awareness that its census would be conducted and to build an understanding of the value of the census and how it relates to and benefits individuals and communities. The goal was to encourage full participation by everyone in Australia on census night. Above-the-line mass media advertising drove the campaign. Multiple executions were produced for all mediums in line with campaign objectives and key messages. Below-the-line PR activities complemented the advertising, and were essential for gaining community and stakeholder support for the census. The activities reinforced and extended the campaign message via national, state and regional media. There were grassroots events and engagement via online and social media. The campaign achieved high awareness with more than 9 in 10 Australians aware of the census in the lead up to census night. Crucially, a week before the big night, near universal awareness (97 per cent) was achieved. Media analysis showed that more than 5,000 census-related articles appeared in broadcast and print media.