Jockey Club Centre for Positive Ageing (JCCPA)
The Jockey Club Centre for Positive Ageing dedicated to improve care for eldery with dementia and aimed to revitalize dementia awareness in the society.
The campaign was 18 months long, and its objective was to attract more attention and encourage understanding and acceptance of Dementia from the younger population. The project was named as 耆智同行 from the early stage and renamed as 腦動全城 afterward in explicating better of the objectives.
WaTT led the campaign by:
- Formulate distinctive concept and comprehensive event management
- Launching opening and closing ceremony to signified the important milestones of the campaign
- Exceptional design for new logo as to enhance awareness of dementia to the public
- Propose fascinating designs for invitation cards to break away the traditional colour palettes. Highly contrasting violet and shocking pink were used as an attempt to vitalize the image of the dementia awareness campaign
- Applying different graphics and art elements to illustrate “Dementia” as of their corporate identity, consist of all types of event materials, marketing collaterals, T-shirts etc.
- Invited Ms. Paula Tsui (徐小鳳) as the honorable ambassador for the campaign
- Organised several workshops to convey the message to the front line staffs
- Post-event video editing to remark the spectacular moments
As a successful marketing campaign, it is critical to bring the miracle impacts. The 18 months campaign was a great accomplishment with positive coverage and managed to bring awareness to the majority.