Despite being one of the most metropolitan cities in the world, Hong Kong is not leading the world when it comes to courtesy on board of train. A communication campaign is therefore called for to remind & encourage people to offer priority seats to those in need when using the MTR.

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As the success of the campaign depends vastly on the participation of the Gen Y & Z,  in addition to the above-the-line education campaign, a music video with hip-hop artist MastaMic is produced to tap into the youth segment with appropriate colloquial tone & manner.

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Deliverables:

• Communication platform

• Music video

• MTR publicities