Situation:

The world’s top luxury housing market, Hong Kong, has developed the world’s unique housing solution for the poor – subdivided flat, as small as 20 ft2 without kitchen nor bathroom, even smaller than a parking space. The Hong Kong government has completely failed on the land management, as only 3.7% is zoned for urban housing. Over 200,000 people has lived in subdivided flats for years, while Hong Kong people get used to the “norm”!

Brief:

Immediate action has to be taken to ease the deteriorating housing problems. Create public awareness and called out to defend housing equality.

Objective:

During the critical timing of Hong Kong Policy Address 2018, housing problem is the top topic.

Create public awareness and collect social power helping SOCO, an NGO for housing equality, to get involve in government’s public consultation on housing problem to pressurise government on developing policies to ease the problem.

Idea and execution:

Subdivided flat in a lane - An outdoor screen was installed in a lane between buildings in the busiest Hong Kong district. We projected a tough living scene of a real subdivided flat, dramatise a resident struggle to make his living:

Such 20 ft square space is his whole world – multifunctional bedroom, open kitchen, wardrobe room… He struggled with his living, and that’s all he can only have.

Super: Over 210,000 Hong Kong people are living in subdivided flats.

Super: According to United nations the right to housing, an adequate standard of living space requires: stable, adequate infrastructure, affordable, suitable for living, fair housing opportunities, appropriate location and cultural integration.

Super: Apart from survival, dignity and justice are as well important.

Super: Defend housing equality.

Logo: Society for community organization (SOCO).

Target:

Mass public and government

Strategy:

Step 1: Make use of the critical timing of Hong Kong Policy Address 2018 where the housing problem is the top topic.

Step 2: By the big impact of outdoor, create public awareness

Step 3: Besides organic social posts by pedestrians, an online video of the event was spread in social media in order create more buzz to boost the hit topic.

Step 3: By collecting the social power to help the organization, SOCO, getting involve in government’s public consultation on housing problem, to pressurise them on developing policies to ease the problem.

Media channels and integration:

A special built video screen was installed in a lane between buildings in the busiest Hong Kong district, Tsim Sha Tsui. Afterwards, an online video of the event was spread in social media and Facebook.

Time line:

Event was held in 24 October 2018. Online video was spread right after the event in Facebook.

It shocked all pedestrians and created a big impact. The event was shot as a viral video and created a great social buzz in the media which received over 430,000 views, 20,000 reactions in only 3 weeks and triggered hundreds and thousands of discussions on Facebook on the housing problems.

Goal achieved! Campaign launched at the right time during the public consultation of the 2018 Hong Kong Policy Address. Housing problem became a hit topic. More social powers were accumulated to help SOCO in public consultation to put pressure on the Hong Kong Government.