Outdoor > Ambient & Experiential

SUBDIVIDED FLAT IN A LANE

HAKUHODO HONG KONG / SOCIETY FOR COMMUNITY ORGANIZATION / 2019

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OVERVIEW

Write a short summary of what happens in the digital or ambient execution or campaign.

By using a creative outdoor media, dramatising the unique housing problem of Hong Kong – Subdivided flat, let audience experience and raising public awareness. An outdoor screen was installed in a lane between buildings in the busiest Hong Kong district. By using a narrow video format interrelated with the lane, we projected a tough living scene of a real subdivided flat, dramatising 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. Apart from survival, dignity and justice are as well important.

Cultural/Context information for the jury

Hong Kong, the world’s top luxury housing, has developed the world’s unique housing solution for the poor – Subdivided flat, as small as 20 ft square 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, while Hong Kong people get used to the “norm”. Immediate action is needed to ease the deteriorating housing problem. Therefore, we called out to defend housing equality. The campaign aimed to wake up citizens by providing an opportunity to experience the poor condition of subdivided flat. It was strategically launched at the time when government was having the chief executive’s 2018 policy address, creating noise and collecting social power for SOCO getting involve in public consultation to pressurise government on developing policies to ease the problem.

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