The Voluntary Health Insurance Scheme (VHIS) is a policy initiative introduced by the Food and Health Bureau (FHB) to regulate indemnity hospital insurance plans offered to individuals.

When we develop the brand strategy and positioning for VHIS, one of the main considerations is to differentiate FHB from the insurance companies and highlight its role in the launch of VHIS. The campaign slogan “有規範 安心揀" also spells out the benefit to citizens through the initiative.

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The campaign is in full launch since April 2019, covering both traditional and digital media, featuring celebrity Mr. Jackson lai and Miss Bonde Sham.

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Deliverables:

• Brand strategy & positioning

• Brand identity & guideline

• TVAPI & radio API

• Print & out-of-home campaign

• Website