Hong Kong used to be "small but GREAT" city. Due to the pandemic and political unrest in recent years, Z-generation in Hong Kong and their bonding to the city much weakened. Over 100,000 residents have left Hong Kong in 2022 and young parents are showing less confidence to the city’s future, worrying Hong Kong may gradually lose the state of being the perfect growth place for their next generation like the

good old days.

With the latest launched "Kleenex mini Tissue", we resonated young generation's recognition to the meaningful side of Hong Kong by revealing the city's unseen "mini but meaningful" stories and pledge to rebuild their confidence for recognizing the heartwarming hope to live their days in Hong Kong.

Partnered with online publication and keyword search data house, Kleenex

conducted research to identify four touching stories based on the most socially-

engaging topics, which netizens expressed lasting concern – landscape pollution,

homeless street-living, stray animals rescue, restricted support to the disabled

athletes.

Instead of communicating in conventional format, Kleenex collaborated with local miniature-illustration artist, and created Kleenex miniFUL Museum- the mini but the most meaningful museum in Hong Kong.

Young generations care about Hong Kong, yet, they also feel incapable of living

happily in the city, where they once thought it is full of persuasive people stories & hopes like what they experienced in childhood. Now they are generally more “inert” and tend to neglect local matters which they feel less associated to. Hence it is important to break the perception and create easy moments for them to get close to meaningful stories via a life-inspiring approach, which can instantly trigger their curiosity by revealing the city’s unseen, heartwarmingly meaningful side.

The miniFUL artpieces were touring around the miniFUL local stores including pharmacy stores, newspaper stalls and grocery stores where are almost vanished in this busiest international city. They are also toured at the city spots where

target groups often spend time at – Shek O hiking route, Tsim

Sha Tsui Harborfront and Sai Kung Beach. Audience was attracted to take a

closely vivid look to the uncared stories in our exhibition guerrilla.

To leverage on social buzz to spread resonation, Kleenex further activated online awareness by converting Miningful Museum into a virtual social hub, and stimulated contribution opportunity by expanding partnership channel with HK01 (the mass news publication) and NGOs (the House of Joy & Merry, the dog shelter organization, and Food Angel, the local food rescue & assistance team) for young groups to take experiential actions in helping the ones in need.

- Over 1-Million online and online impression generated for the campaign

and activation over the city

- Over 600K digital reach towards mass audience aged 18-30

- Nearly 12,000 community responses and discussion generated on Kleenex

and collaborated partners’ social channels

- Over 6,500 online registrations received for participating in NGOs/

collaborated partners’ support programs