香港綠色日2016 暨 著綠狂奔

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香港綠色日 2016 暨 著綠狂奔

環保促進局

Hong Kong Green Day (HKGD) was launched by The Hong Kong Green Council in 2013 to coincide with World Environment Day, a United Nations’ initiative to encourage worldwide awareness for environmental protection. The objective for Green Council is to create an annual event in Hong Kong that encourages community participation in environmental awareness and protection.

CCG chose to connect green life and the environment with this Hong Kong’ s most popular fitness activity: Running. The first ever Green Run Charity Long Distance Race (著綠狂奔) was launched and became the heart and soul of the annual campaign. The Race offered four categories to incorporate its target audiences: corporate teams, family groups, student groups and general / independents, thereby engaging all necessary stakeholders. It then targeted the media and public figures to carry out its messages through very cost-effective methods of communication.

In addition to the Green Run, a strategic 360-degree online and offline drive was engineered to carry out the Go Green Act Green objectives. It featured stimulating activities and challenges aimed at different audiences including all ages of students, families, small businesses and corporations. The digital marketing and social media components of the public relations campaign greatly increased public awareness, informed the media and public about Green Council’s initiatives, and provided engaging opportunities to educate the audiences about eco-friendly practices.

Result

  • Over 600 participants joined Green Run
  • Estimate over 6,850,000 general public has participated in Green Day 2016
  • Coverage included 42 media placements in mainstream and specialty news outlets including TV news and print news
  • Green Council’s Facebook page Increased 12% in likes .
  • The Instagram ad reached over 7,000 views.