With over 12 million daily passengers, Hong Kong’s public transportation is one of the busiest in the world. To encourage courteous behaviours amongst the general public when using public transport, the Transport Department has partnered with MTR, KMB, New World First Bus, Citybus and New Lantao Bus to produce an online video along with a 30-second cut-down version for TV.

Adopting a fun and light-hearted approach, the Transport Department has invited Hong Kong’s popular and iconic celebrity, Ms. Deanie Ip (葉德嫻), as the courtesy ambassador for the campaign. Being a frequent public transport user herself, Deanie is seen to interact with various passengers who behaved poorly while travelling.

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Deliverables:

• Communications strategy & creative idea

• TVAPI

• Online video

• Thematic poster