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Table of Content

Executive summary P. 2

Situation analysis P. 3-11

Research and discussion P. 12-19

Problem and opportunity statements P. 20

Campaign themes, goals, & objectives P. 21-22

Target audience profiles P. 23-24

Strategy P. 25

Tactics and executions P. 26-43

Timeline P. 44-46

Media characteristics/ plan P. 47-52

Budget P. 53-54

Evaluation P. 55-57

Contingency plan P. 58-59

Conclusion P. 60

Reference P. 61-62

Appendix P. 63-76

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Executive Summary

As one of the local charities serving pregnant teenagers and children without families in

Hong Kong, Mother's Choice is here all the time to provide non-judgmental support and a wide

variety of services aiming to see every child in a loving family. Yet, since the rebranding

campaign in 2016, Mother’s Choice tends to focus more on child adoption service and fewer

resources were put to promote the prevention of crisis pregnancy. Meanwhile, secondary

research shows there has been an increase in crisis pregnancy in the recent years in which around

30% of them are aged 18-24. Then, from our interview and questionnaire, it is also known that

most teenagers perceive Mother’s Choice as a serious organization and thus they would not seek

help from Mother’s Choice at once even when they encounter crisis pregnancy. Therefore, an

integrated campaign is necessary for Mother’s Choice to raise public awareness about the

importance of preventing pregnancy as well as to build an approachable image for youth.

In this integrated campaign, interactive and innovative communication are the major

elements to make success. “Mind Sex” is therefore generated as the campaign key message.

There are two-tier meaning in this theme: firstly, to instill youth with a positive and transparent

mindset towards sexuality-related topics; secondly, to alert youth to pay attention in taking safety

measures during sexual intercourse. Consequently, the campaign is divided into three phrases:

the first phrase aims to grab the target audiences’ attentions towards crisis pregnancy issue; the

second phrase aims to attain a change in behavior in talking about sex more openly; while the

last phrase aims to promote the right knowledge concerning the prevention of pregnancy.

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Situation Analysis

1.1 History

1.1.1 Background

Mother’s Choice was founded by Gary & Helen Stephens and Ranjan & Phyllis Marwah

in 1987. The group aimed to provide loving and non-judgmental support to young pregnant girls

at first. With the government’s support, Mother’s Choice started to provide a dormitory

“Montgomery Block” for young girl who faced unmarried pregnancy since 1988. Now, they

have 4 dormitories in total to serve the pregnant girls.

With the passion to serve the society, Mother’s Choice then expanded to provide support

to families across Hong Kong and provide nurturing care to children without families.

Throughout the past 32 years, the organization has developed a sound reputation in Hong Kong

as well as built up a wide network in approaching its target audiences. On the other hand,

Mother’s Choice also owns offices, dormitory and child care home which mainly located in

Kwun Tong and Mid-Levels.

1.1.2 Rebranding

In 2016, Mother’s Choice launched a rebranding campaign and they believed that a clear

organizational identity helps to:

● Reach potential girls and children who need their help,

● Find members of the community who can be their volunteers, partners and

champions,

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● Raise resources to support their operations and services.

Their new logo symbolizes the embrace of a family, and the support of a community that

wraps around those most vulnerable in our city. Their new color palette also reflects a warm and

hopeful welcome which they offer to those who need them.

1.2 Current Operation

1.2.1 Mission and Vision

The mission of Mother’s Choice is to join hands with our community to give hope and

change life stories while its vision is to see every child in a loving family. Also, their core values

are hope, courage, relationship, community and catalyst.

1.2.2 Services

Mother's Choice provides five major services to children, youth, and families in Hong

Kong. For children and families, they offer child care home, adoption service and foster care

services. While for youth, who is the main target audience in our campaign, Mother’s Choice

mainly provides two services: pregnant girls service and community education.

Pregnant Girls Service

Pregnant Girls Service aims to provide a safe place for pregnant girls in crisis with non-

judgmental and loving support. Every year, Mother’s Choice supports hundreds of helpless girls

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who have nowhere to turn. These girls will be equipped with accurate knowledge of natal care

and sexual health and be empowered with comprehensive information on all the choices

available to them, such as parenting, adoption, and termination, so as to help them make

informed decisions on permanency plans and healthy relationships. To achieve these, crisis

hotline, counseling, peer support, educational and developmental program, workshops and

training, and a residential hostel for pregnant girls are set up to help.

Community Education

Community Education aims to reduce crisis pregnancy among youth by providing

accurate information of healthy and safe sexual behaviors through schools, sexuality education

workshops and their bilingual website, so as to equip youth with the knowledge and skills to

make healthy decisions. In addition, they encourage collaboration between peer organizations to

achieve permanency planning on healthy sexual behaviors.

1.2.3 Financial situation

Mother’s Choice has been able to make both ends meet over the past few years. The total

income of Mother’s Choice in 2016-2017 was about HK$62 million, in which about three-

quarters of their income came from private funding while others came from government funding.

Meanwhile, the total expenditure of Mother’s Choice in 2016-2017 was about HK$55 million.

Approximately half of the expenditure was spent on children service. Only about 10% and 5% of

the expenditure were spent on pregnant girls’ service and community education.

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1.3 Past and Current Practice

1.3.1 Offline Communication Channel: Annual Event

Mother’s Choice held regular activities to raise fund and promote their values, which

include walkathon, flag day, Adoption Awareness Month, “Welcome Back” meeting, and child

protection conference. Among all these events, none of them are focusing on pregnant girls.

1.3.2. Online Communication Channel: Social Media

Mother’s Choice currently provides four main communication channels online: their own

website, email subscription, Facebook page as well as YouTube channel.

Website

The website contains basic introduction, such as the mission and vision, organization

structure, brief financial analysis, current services, and past events. Meanwhile, the website

provides both Chinese and English versions to meet the needs of locals and foreigners.

Email Subscription

Public can subscribe to the newest information of Mother’s Choice by simply providing

their names and email addresses. Subscribers can choose either Chinese or English for the email

content. Yet, having subscribed for two months, we have not received any update from Mother’s

Choice.

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Facebook Page (See Appendix 1)

Mother’s Choice has received 5,502 followers and 5,466 likes until 28th February 2019.

The content of Facebook page is mainly factual notice about events held by Mother’s Choice and

stories sharing from previous recipients that Mother’s Choice had given a helping hand to. Both

Chinese and English are used in the Facebook page while the style used are mainly informative

and formal. Most of the posts only received around 100 likes, less than 5 comments and shares.

YouTube channel (See Appendix 2)

The channel has been run for 10 years but only 325 subscribers has been accumulated

until 28th February 2019. In 2009, their videos were mainly 30-second advertisements in

Chinese with no subtitle of any other languages. After three and a half blank year, it resumed

releasing videos concerning stories about child adoption in mid-2013. Later, some child care

tutorials and event-related videos were also posted, which usually lasted for several minutes long

and have both Chinese and English subtitles.

1.4 SWOT Analysis (See Appendix 3)

1.4.1 Strength and Weakness

Strength

Serving Hong Kong for more than 30 years, Mother’s Choice has advantage over other

non-profit organizations concerning their experience and prestige. With a positive and deep-

rooted image, there is no doubt that Mother’s Choice enjoys a high brand awareness.

On top of it, Mother’s Choice provides an all-rounded service to the young pregnant.

They are the only one that offer accommodation and follow-up service in Hong Kong. For

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example, they would provide educational program to the unmarried mothers to help them get

through the pregnancy challenges. They not only help the women to make their decision while

getting unexpected pregnancy, but also consider the women’s need in long term.

Weakness

Even though Mother’s Choice possesses various platforms to promote their services, still

they are relatively weak in media promotion. For example, despite having 5,000 followers on the

Facebook page, each of their post can only receive about 100 likes. Also, for the YouTube

channel, the video view rate is relatively low, and it dropped gradually since they started to alter

the video content from advertisement to story sharing. A video regarding the child protection

conference in 2017 even gained the lowest view of only 16.

Also, the income of Mother’s Choice is unstable. Most of the income of Mother’s Choice

comes from donation. Any economic or social issue may affect the donation. For example, there

was a HKD$ 8,000,000 drop in general donation among 2015-2016 and 2016-2017 due to the

unstable political environment. While the donation is reduced, the daily operation of Mother’s

Choice would also be influenced.

1.4.2 Opportunity and Threat

Crisis pregnancy is defined as an unplanned pregnancy that has become a serious

problem to the pregnant woman because of desertion by the birth father, lack of support from her

parents, financial problems, etc. According to Mother’s Choice, the number of pregnant teenage

girls who sought help from them has increased over the past few years. In 2013, a report

concerning teenagers, sex and pregnancy was announced by The Hong Kong Polytechnic

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University. Among 355 respondents aged 13-24, nearly 40% of the female youngsters got

pregnant before the survey. In other words, the unmarried pregnancy issue is getting severer in

Hong Kong.

On the other hand, the sexuality education in Hong Kong is far from adequate.

According to a survey from the Commission on Youth in 2016, 40% of young people aged 12-24

admitted that they lacked sufficient sexuality knowledge. Also, 77% of them claimed that they

never discussed about sex with their parents and 40% of them said that most of their sexuality

knowledge came from pornographic videos. The ineffective sexuality education may explain the

reason why unmarried pregnancy is becoming more serious in Hong Kong.

Fortunately, the government is consistently giving support for the teenage issues. In the

2019-20 budget of Hong Kong government, they will allocate more than $1.2 billion to improve

the services for toddlers, children and youths. For example, the number of school social workers

would be increased to two per secondary school. Government’s support for teenage issue would

benefit the operation of Mother’s Choice.

1.6 Major Stakeholders

The stakeholders of Mother’s Choice include their target of service, the government, and

the other NGOs which serve similar targets.

1.6.1 Target of Service

Mother’s Choice mainly serves teenagers, children and the adopted families. The targeted

teenagers are mainly from 12-24 years old. They are at risk of facing unmarried pregnancy and

they probably cannot tackle the issue themselves. For the children, they are under 18 years old

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and do not have a family to live with. Mother’s Choice mentioned in their website that these

children are more likely to be involved in dangerous activities and face teenage crisis pregnancy.

For the adopted families, they are consisted of both locals and foreigners and can work with

Mother’s Choice to give children a brighter future. The aforementioned people are of utmost

important to the organization as they are the ones Mother’s Choice focuses on.

1.6.2 Management Team, Employees and Volunteers

The management team consists of professionals from different aspects, including Alia

Eyres (the CEO), and Rebecca Brosnan (Chief Operating Officer), who are influential in making

organizational decisions. Meanwhile, in order to provide the various holistic services, employees

and volunteers are invaluable assets to Mother’s Choice. According to Mother’s Choice website,

80% of their workforce is made up of volunteers from all corners of Hong Kong with a wide

variety of skills, talents, and experience. They work with the same believe and help their target

audience get through difficulties and obstacles. These people are determinant to the organization

operation as well as service quality.

1.6.3 Hong Kong Government

The government provides support and donation to the organization and is therefore

indispensable to Mother’s Choice daily operation. Every year, Mother’s Choice receives funds

from the government and most of their dormitories are provided by the government as well.

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1.6.4 General Public

The public’s support and opinions towards Mother’s Choice is crucial as their donation

support about three-quarters of the organization's income. Also, Mother’s Choice believes that it

takes a village to raise a child, and everyone has a role to play in the society. Therefore, they

hope the whole society can work together to ensure that every child is raised in a loving family.

1.6.5 Other NGOs

Apart from Mother’s Choice, Family Planning Association of Hong Kong, Hong Kong

Federation of Youth Groups, Hong Kong Federation of Women’s Centers and The Birthright

Society Limited also provide information and consultation to those who face crisis pregnancy.

They target on the similar target groups but specify on different services. For example, the Hong

Kong Federation of Youth Groups mainly provided consultation hotlines and they not only focus

on young pregnancy but also other youth problems such as depression. These organizations work

together with Mother’s Choice, sharing information and organizing cooperative activities.

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Research and Discussion

2.1 Research Objective

Mother’s Choice has long been working hard to promote sexuality education. However,

from the secondary research, we realize that the sexuality education in Hong Kong still has room

for improvement. Meanwhile, research shows that there is an increasing number of teenagers that

has encountered unmarried pregnancy in the past decade (Chung, 2017).

Therefore, we would like to investigate the way to improve sexuality education in

preventing unmarried pregnancy and to gain a deeper understanding of the young adults as well

as to generate insight to better target them in our IMC campaign. As the target audience of

Mother’s Choice is under 24 years old and according to the 2015 China Love and Marriage

Survey, the average age of Hong Kong people having their first sexual experience is 19.2, thus

our target audiences would be teenagers aged from 18 to 24 years old.

2.2 Methodology

The research is divided into two parts, survey and interview. A triangulation of

quantitative and qualitative methods deepens our understandings of teenagers’ sexuality

perceptions and behaviors from different perspectives. Snowball sampling was employed to

recruit respondents in both surveys and interviewees. The survey mainly aimed to investigate the

public’s opinions on current sexual education in Hong Kong. As both male and female aged 18-

24 should have received a certain extent of sexual education before, they were therefore chosen

to be the target audience in our survey. On the other hand, the interview focused more on how

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young people would react when facing unmarried pregnancy. As the young female aged 18-24

were most likely to be affected by unmarried pregnancy, they were thus chosen to be the target

audience in our interview.

2.2.1 Survey

Survey Questionnaires were distributed on 26th February 2019. There was a total of 126

completed responses. First, a screening question was set to filter out people who were not in the

age range of 18-24 years old. Then, the questionnaire was divided into five parts concerning

sexuality knowledge, sexual habits, brand awareness, media usage and demographic questions.

There were 19 multiple choices questions, 3 Likert scale questions (in which 1=strongly disagree

and 7=strongly agree), 1 ranking question and 1 open-ended question. SPSS was employed to

analyze the data.

2.2.2 Interview

From 26th February to 3rd March 2019, 10 interviews were conducted with young female

aged 18-24. The interview questions covered four parts, including perceptions towards Mother’s

Choice, sexual habits, advice on sexuality education and advice on activities.

The result from survey can only give us slight insight on the topic from the general public

perspective, while the interview can give us a deeper understanding on woman individual’s

perception on crisis pregnancy issue.

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2.3 Findings and Discussion

2.3.1 Questionnaire (See Appendix 4)

Sexuality Knowledge

Two-thirds of the respondents deemed that they had adequate sexuality knowledge and

they mainly acquired the knowledge from school (36.5%) and the Internet (53.2%). Basically,

condom (97.6%), oral contraceptive pills (95.2%), intrauterine contraceptive device (58.0%),

contraceptive injections (53.2%), and safe period calculation (31.7%) were perceived as the

correct methods to have birth control. However, some respondents (9.5%) misunderstood that

coitus interruptus was a correct method to prevent pregnancy. According to the multiple response

cross tabulation test in SPSS, respondents who got wrong answers were secondary school or

tertiary school graduate. None of the respondents who got postgraduate education or above

answered the question wrongly.

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Sexual Habit

72.6% of the respondents reported no sexual experience ever before. Among the

remaining respondents reporting previous sexual experience, 32.6% had their first sex under 18

and 67.7% had their first sex between 18 and 24. Most of them (94.1%) chose condoms as their

contraceptive method during sexual intercourse.

Brand Awareness

Despite that more than half of the respondents know Mother’s Choice, only 19.1% of

them had been engaged in their activities. Sexuality education talk was the most commonly

participated activity. They perceived Mother’s Choice as an organization that mainly offered

help to unmarried pregnant youth (42.9%) and organized sexuality education talk (32.2%). The

respondents had a relatively positive perception towards Mother’s Choice (M = 4.63, SD = 1.22,

Cronbach’s α = 0.80). And Mother’s Choice efforts in educating teenagers to prevent unmarried

pregnancy also gained a general consent (M = 4.36, SD = 1.37, Cronbach’s α = 0.90).

Moreover, based on the correlation analysis, there was a slightly positive correlation

between the impression towards Mother’s Choice and the likelihood to seek help from the

organization was found (p = < .10, r = +0.20). Also, parents (56.3%), friends (16.7%), and The

Family Planning Association of Hong Kong (11.1%) were chosen as the top three priorities to

seek help from while having crisis pregnancy.

Media Usage

About a half of the respondents (49.2%) said that they usually noticed the advertisement

in social media while MTR advertisement (31.7%) went second. 45.9% of them admitted that

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Instagram was the social media that they used most, and Facebook ranked second (30.3%). Also,

they would like to receive message contained humor (66.7%) and story (53.2%). Concerning the

attractiveness of activities, they showed most interest in online videos (M=5.26, SD=1.29).

Public events (M=4.2, SD=1.37) and advertisements (M=4.2, SD=1.57) could also be a good

method to convey message. However, they found sharing sessions (M=3.78, SD=1.58) and

inviting celebrity (M=3.66, SD=1.53) as the least attractive campaigns.

2.3.2 Interview (See Appendix 5)

Perception towards Mother’s Choice

Even though most of our interviewees have heard about Mother’s Choice, still most of

them did not have enough understanding towards Mother’s Choice, some of them even had a

misconception that helping young girls to do abortion was the main service provided by the

organization. In spite of their inadequate understanding towards the Mother’s Choice, more than

half of the interviewees agreed that Mother’s Choice was a scaled, trustworthy and professional

non-governmental organization. However, none of the interviewees had heard the rebranding

campaign of Mother’s Choice. Some of them even claimed that they were more familiar with the

old logo and could not recognize the organization upon seeing their new logo.

Sexual Habits

Most of the interviewees could name at least 3 correct methods in preventing pregnancy,

mainly condom, oral contraceptive pills and safe period calculation. 9 out of 10 of our

interviewees used condom during sexual intercourse and 7 of them believed that it was safe

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enough. While the main reason for them to choose to use condom was because of its high

accessibility and the promoted 98% effectiveness in preventing pregnancy.

However, while picturing how would they act if they had crisis pregnancy, among

seeking help from friends, family, boyfriends and Mother’s Choice, most of them would put

Mother’s Choice as the last preference. The reasons were varied. Some mentioned that they were

unfamiliar with the organization while some believed that they would rather leave the

opportunity to other younger neediest. Also, some were doubtful about the usefulness of the

consultation provided by Mother’s Choice as well as the confidentiality of private information.

Also, one of the respondents showed concern about the charge of services.

Sexual Education Advices

9 out of 10 respondents were convinced that the current sexual education in preventing

pregnancy in Hong Kong was far from satisfaction. Most of them were not satisfied with the talk

held by school. They believed that the frequency of talk was too low, and the information given

was not detailed and deep enough. For example, the talk would just mention that using condom

could help prevent pregnancy but would never teach students the correct way to use condom.

With a lack of information, students might just use condom wrongly or search some related

information on the Internet themselves in which they might get misleading information.

Moreover, most of the families in Hong Kong were too conservative that they refused to talk

about sex with their children, not to say to teach them have correct protection during sexual

intercourse.

To improve the sex education in Hong Kong, interviewees had given advices for both

online and offline promotions. On one hand, they suggested the NGOs should work closely with

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schools to hold more sexuality-related talks and sharing, in which the sexuality education in

school should also be started at students’ early age. Meanwhile, holding interactive and playful

campaigns on the street was also advised by several interviewees. While for online promotion,

they suggested that Mother’s Choice could organize online campaign on Facebook or Instagram

with small gifts given to encourage participation. Online videos and advertisements would also

be useful to educate young people. On top of it, some interviewees encouraged that there should

be more sexuality education focusing on male so as to have them bear the same responsibility in

preventing pregnancy.

Most of the interviewees revealed that the current promotion of Mother’s Choice was not

attractive to them. From their point of view, the promotion was boring and irrelevant. Yet, two of

the interviewees showed interest in the Facebook promotion but claimed that they did not know

about these channels before. Being asked how they would be motivated to acquire more

information regarding pregnancy prevention, the interviewees mentioned about peer influence,

fear, curiosity and rewards. For the fear incentive, posting videos concerning abortion surgery

was suggested to increase the fear towards unmarried pregnancy. While for the curiosity and

rewards incentive, distributing condoms was mentioned to be attractive enough to increase

people’s curiosity towards pregnancy prevention. In a nutshell, most of the interviewees

emphasized that innovative ideas and celebrity endorsement would help attract youngsters.

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2.4 Implications

2.4.1 Inadequate sexuality information

From the questionnaire, we can conclude that the sexuality education in Hong Kong is

inadequate, in which even university students possess incorrect knowledge in the ways of

preventing pregnancy. Upon this result, Mother’s Choice should consider delivering more

detailed and useful information in the following sexuality-related school talks.

2.4.2 Communication problem of Mother’s Choice

Mother Choice does not have enough communication with its target audience. Though

many respondents have heard of Mother’s Choice, seldom do they join any activities carried out

by Mother’s Choice. Worse still, some of them even have a misconception that Mother Choice is

equal to abortion. In other words, Mother’s Choice needs to work harder in promotion so as to

ensure that the general public gain a comprehensive understanding about their services.

Also, the promotion of Mother’s Choice fails to attract the young adults. Some of the

interviewees perceive Mother’s Choice as a “too serious’ organization which is hard to approach.

Thus, it is important for Mother’s Choice to change their image into a more playful and

accessible one so as to let the organization become approachable. Moreover, it is suggested that

Mother’s Choice should open an Instagram account to communicate with their target audience as

it is the most popular social media among young adults.

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Problem and Opportunity Statement

The crisis pregnancy issue in Hong Kong is still thorny due to its increasing rate. It is

undoubtedly a huge challenge for Mother’s Choice. Also, if the number of young girls who get

unmarried pregnancy keep raising, soon that Mother’s Choice would be lack of resources to

support the demand of service. Therefore, in order to mitigate the rising amount of crisis

pregnancy, Mother’s Choice must pay extra effort to educate the target public regarding the

sexuality knowledge and contraception methods.

However, from our research above, Mother’s Choice is not doing well in communicating

with their target audience, the young adults aged from 18 to 24, who are inclined to have

unmarried pregnancy. They are unfamiliar with the service provided by Mother’s Choice and

they perceive the organization to be “solemn and unapproachable”. Worse still, Mother’s Choice

did a rebranding campaign in 2016 which has led to further focus on child adoption service.

When comparing to the financial report of Mother’s Choice in 2013-2014, the resources put on

pregnant girls’ service are now reduced. Meanwhile, from the annual reports of 2013-2014 and

2016-2017, we can see that the number of girls received holistic help and support from Mother’s

Choice decreased by 35%. Upon the diminished attention on youth pregnancy issue, connection

between Mother’s Choice and its young adults is perceived to be gradually weakened.

Therefore, Mother’s Choice needs to update their image to keep a close relationship with

the young adults. To achieve this, Mother’s Choice has to make their channels accessible and

attractive to youth. Also, they need to make their image clear and approachable so that young

people can know about their professionality and be comfortable to seek help from them.

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Campaign

Themes, Goals & Objectives

4.1 Campaign Theme: ‘Mind Sex’

“Mind Sex” will be the core theme of our campaign. There are two implications in this theme:

1) To instill youth with a positive and transparent mindset towards sexuality-related

topics

2) To alert youth to pay attention to (mind) taking safety measures during sexual

intercourse

Given all the above, we hope to encourage young adults to take the initiative in accessing correct

sexuality knowledge at their age. Meanwhile, we also wish to educate them on the importance of

using contraceptive methods in having sexual intercourse.

4.2 Goal

1) To raise awareness of the importance of preventing pregnancy and promote the right

channels to get related information so as to reduce the crisis pregnancy rate.

2) To build a trustworthy and approachable image so that the young adults will feel

more relaxed to seek help from Mother’s Choice whenever they need.

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4.3 Objectives

1. To persuade at least 50% of the target audience that our brand image is ‘friendly’ but not

‘serious and hard to approach’ by the end of the campaign;

2. To boost interactive activities with target audiences by 25% by the end of the campaign;

3. To enhance the young adult’s sexuality knowledge regarding prevention of pregnancy by

25% by the end of the campaign;

4. To increase 10% of followers on Facebook and increase the likes of each Facebook posts

to around 300 likes by the end of 2019;

5. To attract 1000 followers for the new Instagram account by the end of 2019.

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Target Audience Profiles

In this campaign, the target audience are defined as the young adults who are aged

between 18 to 24 in Hong Kong. They usually start having sex at this age range and probably

still cannot handle it alone when they encounter crisis pregnancy.

5.1 Demographic

According to the Women and Men in Hong Kong Statistics published by Census and

Statistic Department in 2018, there were more than 400,000 of people aging from 18 to 24 in

Hong Kong in 2017. About 11,000 of them had marriage experience and about 23,000 of them

had children. While more than 90% of them had attained secondary school education or above

and about 20% of them attended post-secondary school.

5.2 Psychographic

Our target audience is mainly those who had just come of age and graduated from

secondary school. No matter whether they choose to continue their study or start to work, they

would experience a huge change in their social circle and even a change in values. Meanwhile,

most of them would be more open-minded towards sexual intercourse at this stage.

5.3 Behavioral

According to the Census and Statistic Department’s report, more than 99% of youth

possessed personal phones and personal computer. And from our research concerning the

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Facebook Audience Insights (Appendix 6), the top 20 popular pages among young people aged

between 18-24 are mainly about education, key opinion leaders, selfie, dessert, escape game,

gossip, and film. We can then conclude these are the main interest of our target group.

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Strategy

1. To build a strong bond with the target youth, interactive communication is necessary to

engage them in our activities and make the brand be more approachable

2. To appeal to the youth generation, innovative communication is the best means to raise

their awareness of the crisis pregnancy issue

Rationale

Most of our target audience, teenagers aged 18-24, showed shallow understanding

towards Mother’s Choice since they rarely have the chance to get to know the organization.

Moreover, some of our interviewees reflected that Mother’s Choice was a “too serious”

organization which was hard to approach. Even when they encounter crisis pregnancy, Mother’s

Choice will not be their first priority to seek help from. Based on this, we decide to use

interactive communication as the major pillar of our campaign. Interactive communication not

only helps the organization alter the organization image into a more accessible one, but also

enable them to take a further step to know our target audience’s real needs.

Apart from communicating in an interactive manner, one of our campaign goals is to

raise awareness of preventing pregnancy. However, according to our interviewees, the current

promotion of Mother’s Choice was too routine which are unattractive and boring. In contrast,

they believed that innovative ideas could give a bigger help in attracting young people.

Therefore, we would like to grab our target group’s attention to the importance of crisis

pregnancy issue by having innovative promotions. We decide to create some innovative contents

related to senses of humors and stories of which most of the young people are fond of.

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Tactics and Executions

The 12-month campaign would be carried out through three phases.

Phase 1 Be aware of crisis pregnancy

In phase 1, the primary purpose is to grab the target audiences’ attention towards our

campaign and to have them pay more attention to the crisis pregnancy issue. It will act as a

warm-up part of the whole campaign.

Deliverable 1: Online Video Promotion - “Sex in Childhood” (童年的性幻想 )

Description

A 30-second long online video is used to promote the concept of our campaign ‘Mind

Sex’. The video records five primary school children (Abby, Bella, Charlie, Daisy, and Ellen)’s

discussion in their visual art lesson. Abby firstly raised a question that ‘where does baby come

from?’ and moaned that her mother refused to give her an answer. Then, Bella suggested that

fairies could make babies appear just like they could make Cinderella dressed in a beautiful

gown. Charlie did not believe in Bella and said that babies came from the stomach of their

fathers according to myth. Daisy took some soap opera series as examples and said that babies

came after turning off the light. At last, Ellen recalled her uncle’s saying and believed that babies

came from rubbish bins. After that, they noticed that their teacher was standing behind them. All

of them were frightened. They thought their teacher would scold at them and ask them not to talk

27

about it anymore. However, their teacher just sat down and started to explain to them tenderly.

At the end of the video, the slogan “Mind Sex: Help to change the mindset” will be shown on the

screen.

(Wide shots) △ 一群小學生正在上美術課，其

中一枱的學生悄悄地談天。

(Medium Shot) Abby: 琴晚媽媽話屋企就黎要多

個 BB 啦。我問佢 BB 點黎架，

佢又唔肯講，你地知唔知啊？

(Medium Shot) Bella: 唔知喎，可能係仙女好似

幫灰姑娘變件衫出黎咁樣變出黎

呢！

(Medium Shot) Charlie: 點會係仙女啊！我之前聽

神話，宙斯啲兄弟姐妹好似都係

俾佢爸爸嘔出黎架！BB 一定係

阿爸嘔出黎架！

(Medium Shot) Daisy: 我就覺得關熄燈事啦。每

次睇電視劇，熄完燈第二日就會

有 BB 架啦。

(Medium Shot) Ellen: 我之前聽舅父講我表弟表

妹係垃圾桶執番黎架，計我話

BB 係係垃圾桶執嘅先啱。

(Medium Long Shot) △ 老師走近 Abby 們，學生們以

為會被責罵，同時露出害怕的表

情。

(Medium Long Shot) △ 老師細心教導學生們正確的知

識。

旁白：得自己一個估估下，又點

會知道真相？

△ 屏幕展示 Logo，並呼籲大家

改變社會對「性」的看法。

An interactive question ‘What is your wildest imagination of sex in your childhood?’

would be used as a caption of the video posting in Facebook page and Instagram account.

Viewers are encouraged to comment below the posts to share their own experiences. (See

Appendix 7)

28

Rationale

The video would act as an initiative to encourage people to talk about some false beliefs

of sex on the internet. It would be fun and interactive for the participants to view the comments

and understand how others think about sex. Also, the video would like to share a message that

only by talking with others openly, we can know the correct channel to gather the right

information.

At the end of the video, it tells the public that it is important to talk about sex and invites

the public to work together to change the mindset of our society. This advertising video will

work as an introduction to kick off the whole campaign.

Deliverable 2: Online Video Campaign - “Crisis Pregnancy Monitoring” (孕間觀察 )

Description

A total of 9 young girls aged 18-24, who are currently in a relationship, will be invited to

take part in this observation experiment. We will invite them to take part in experiment shooting

and provide them with monetary remuneration. After having their consent, these girls will be

equally divided into three groups. All of them will be asked to pretend to have an accidental

pregnancy. Then they will be asked to reveal this “shock news” to their targeted surroundings.

The first group of girls will be asked to tell the news to their boyfriends. The second group of

girls will be asked to tell the news to their parents. And the last group of girls will be asked to tell

the news to their close friends. Altogether we will observe the reaction of these three targeted

“news recipient”. At the same time, we would also like to invite their parents, close friends, and

boyfriends to who are not the monitoring target to monitor the video together. At the end of the

29

experiment, after telling those target recipients that this is just a “fake news” for monitoring

purpose, we will have a small interview with them to generate a discussion on their videos. Also,

some social workers of Mother’s Choice would be invited to participate in it and they will give

comment and suggestion to those participants in case they really experience crisis pregnancy.

The whole observation experiment will be videotaped. After collecting the 9 groups of

videos, we will edit them and capture only the most fabulous part. Then these videos will be

arranged into 3 series according to the three different target recipients. After all, we will post it

online (Facebook, YouTube, Instagram) one series a week at a total of 3-week volume. The full

30

version will be put in the Facebook page and YouTube channel while a highlight-cut version will

be put in the Instagram account because of the time limit of Instagram.

Rationale

“Crisis Pregnancy Monitoring” campaign aims to raise public awareness towards crisis

pregnancy issue. By inviting young girls to pretend to have an accidental pregnancy, we can

observe the genuine and authentic reaction of the surrounding people. Not only will the

participants of the campaign experience the seriousness and authenticity of crisis pregnancy

issue, by delivering this monitoring program online, the general public can also be exposed to the

issue. Also, the monitoring program is like a real-life show that people would be interested in

others’ reactions for the same case. Therefore, curiosity can definitely help attract the target

group.

Another purpose of this monitoring program is to give teenagers an insight when

encountering crisis pregnancy. Most teenagers do not have a concrete and clear concept of what

crisis pregnancy actually is. And it is difficult for them to understand the serious consequence of

crisis pregnancy by only self imagination. Therefore, this monitoring program can provide them

with a reference to having crisis pregnancy, showing them what they need to face and what their

surroundings may react to it in a real situation.

Phase 2 Don’t afraid of talking about sex

After raising the public awareness of crisis pregnancy, in phase 2, we aim to attain a

change in behavior. In general, people are usually too shy to talk about sex in Hong Kong

society. For this reason, we hope to turn the sexuality-related topics into a more normal and

31

funnier issue in our campaign. Also, we want to change Mother’s Choice image from ‘too

serious’ into a more ‘approachable’ one. In other words, interactivity and humor would be the

two highly focused elements in this phase.

Deliverable 3: Outdoor campaign in MTR stations - “The Sexy Fortune” (「性」運餅乾 )

Description

Three machines will be set up at the concourses in the following MTR stations: Kowloon

Tong, Tsim Sha Tsui and Mong Kok which most young people aged from 18-24 usually walk

pass while going to school or hanging around. The machine aims to encourage young people to

feel free to talk about sex-related topics with their friends as well as to spread the idea that

speaking sex is nothing embarrassing or cursed among campuses or daily life.

By participating in the campaign “The Sexy Fortune”, participants are required to answer

three simple questions related to sexuality in their own smartphone and then a bag of fortune

cookies will be given as a reward. Firstly, participants should scan the QR code that is shown on

32

the screen of the machine. Then, their phones will be connected to the machine and a website

will pop up in their phones. Participants have to answer questions that show on the website. After

that, they can choose their tailor-made fortune cookies, in which participants can choose their

favored logos and messages to be printed on the fortune cookies. The printed logos will be some

signs about sex while the printed fortune cookie messages would be some kindly reminders

about sex to friends. After they have chosen the logos and messages, they can simply get the

cookies from the machine. In the end, the machine will show the slogan “Thank you for your

participation! Let’s change the MIND-SEX together!” to remind the participants to give the

cookies to their friends as a kind of present as well as to spread this meaningful message. There

would also have a URL under the slogan to invite the audiences to follow the Facebook page or

Instagram of Mother’s Choice. Moreover, participants are encouraged to pose the photo of their

fortune cookies on Facebook and Instagram with tags “the-sexy-fortune”.

For questions shown on the website, participants would need to answer three questions

randomly selected by the system. The questions will be presented in both Chinese and English

and there is no standard answer (the sample questions are listed in Appendix 8). The main

purpose of answering these questions is to encourage young people to be open-minded while

talking about sexual-related topics and to think more about sex.

Here are some sample fortune cookies messages. Most of them are humorous or slangs

that are popular on the Internet. Hopefully, these messages can capture young people’s attention

and give them a friendly impression.

● “Break her bed, not her heart.”

● “Moanday. Tongueday. Wetday. Thirstday. Freakday. Sexday. Suckday.”

● “I’m in my bed, you’re in yours. One of us is obviously in the wrong place.”

33

● 「後宮佳麗三千人，鐵杵磨成繡花針。」

● 「朕與先生解戰袍，芙蓉帳暖度春宵。」

● 「我不相信遮遮掩掩的性，就像我不相信清清白白的愛。」

● 「取悦你的方式有 70 種， 一是 shopping，剩下 69。」

● 「我唔可以俾到你幸福，但絕對可以俾到你舒服。 」

To promote “The Sexy Fortune” campaign, we would place advertisements on the MTR

escalator crowns in the aforementioned stations. The advertisements would describe the

campaign and direct the audiences to the machines. We would also promote the campaign on

social media. Moreover, an advertising banner would also be put on the front page of Mother’s

Choice official website to give more detail as well as promote the campaign.

Rationale

“The Sexy Fortune” campaign aims to create topics and discussions between students

aged 18-24 as well as encourage them to talk more about sexuality-related topics. It links “sex”

with “fortune” cookies and promotes the message that sex is a blessing to us and we do not need

to be shameful to talk about that. The machine will act as an interactive and humors way to

attract young people who love fun. Moreover, fortune cookies can be a gift to friends and our

messages will be spread among students quickly through snowballing effect.

34

MTR stations are chosen to place the machines since our research showed that MTR

advertisements were the top three media placement that our target group would notice in daily

life. Also, Kowloon Tong is chosen as one of the promotion MTR stations as many students who

needed to go to Hong Kong Baptist University, City University of Hong Kong, The Chinese

University of Hong Kong and The Education University of Hong Kong had a high possibility to

pass through this station so it is effective to put the machine here. Also, Mong Kok and Tsim Sha

Tsui are chosen as they are the two most popular places that young people would like to hang

around after school. Therefore, by placing the machines in the concourses of these MTR stations,

we believe that it can increase the campaign accessibility to most of our target audiences.

Deliverable 4: Social media campaign - "Lyric Writing Competition" ( 讓耳朵懷孕吧！)

Description

We would introduce the lyric writing competition on Facebook as an interactive and fun

online campaign. The campaign is composed of two stages. The first stage involves the invitation

and contribution. In this stage, the general public is encouraged to participate in this competition.

The rule is simple. Each participant firstly needs to select a song that they would like to rewrite

its lyrics, then they can simply send us a copy of their completed lyrics though email by

indicating which song have they chosen to rewrite. The length of the songs should be around 1

minute, while the content of the lyrics should be regarding the promotion of preventing crisis

pregnancy.

Then, the second stage will be the evaluation and voting. As we want to encourage public

participation, we would like to involve the general public while deciding the best-rewritten

lyrics. Yet, considering that there may be some foul language or inappropriate content mixed up

35

in those contributions, thus as a responsible organization, we would like to do filtering before

opening it for public voting. So, after collecting all the contribution, ten copies of lyrics will be

chosen as the outstanding rewritten lyrics. There will be mainly two criteria for the evaluation.

Firstly, we would evaluate whether the song melody matches with the lyrics. Secondly, as we

want to promote the prevention of crisis pregnancy in a less serious and rather fun atmosphere,

whether the rewritten lyrics are creative and innovative enough also count a lot in the evaluation.

Finally, on 9th June, the National Sex Day, we would post the ten copies of lyrics on

Facebook and Instagram, and open for the public to vote for the best lyrics. At the end of the day,

after counting all the votes, three winner participants will come out. And each of them will be

then rewarded with a masturbation cup or a female masturbation stick with their name imprinted

on it.

36

Rationale

The lyrics writing competition aims to increase public participation in promoting the

prevention of crisis pregnancy. In the first stage, while participants put effort and creativity to

rewrite a “sex-related” lyrics of songs. They may either contain their past experience in the

lyrics, or they can also add some blatant humor into it as well. By throwing themselves in the

competition, they can rethink of “sex” in a new and free way. Then in the second stage, the

general public is being involved in it. After reading the ten copies of lyrics, the public may not

only vote for the one they are in favor of, but also tag their friends under the post so as to share

this kind of humor and happiness with them. By doing so, we can be exposed to even more social

media users in addition to having more users involved in such kind of open-minded sex

discussion. After all, this online campaign can help generate topic in the town and also to wipe

out the dull and serious image of Mother’s Choice.

Phase 3 Attain right knowledge through the right channels

We have already encouraged the young people to talk more about sex in phase 2.

However, they may not know whether the knowledge they have obtained is right or not, and

what is the right channel to attain the correct sexuality knowledge. Therefore, we would like to

promote more about the right sexuality knowledge concerning the prevention of pregnancy.

Deliverable 5: Carnival booths - “Contraception Studio” ( 避孕工房 )

Description

37

Apart from the online storytelling video, we would like to have even more direct

communication with our target audience by having carnival booths on campus. We would seek

cooperation with schools including 23 higher education institutions (See Appendix 9). The

carnival booths would be set up for 5-days from Monday to Friday for each institution.

The main purpose of the carnival booths is to teach young people more about the

prevention of crisis pregnancy. The main targets of the campaign are students aged 18-24. The

carnival booths would be composed of three games. The first game is to test the success rate of

condoms from various brands such as Okamoto, Durex, and Sagami with different tools. The

second game is to match different types of condoms with their names such as latex condom,

polyisoprene condom, female condom, and flavored condom, etc. The third game is a quick quiz

about contraception methods such as the risk of using the intrauterine device and the timeframe

for using emergency contraceptive pills. Participants who have successfully accomplished the

38

three games and have followed the Facebook page or Instagram account of Mother’s Choice can

get a pack of condom candy as a reward.

To promote the carnival booth, we would put posters on campus and on social media

platforms. Also, we would have these schools to help promote the booths by sending related

information to their students through direct email. Moreover, the posters would be placed on the

front page of our official webpage with details such as the timetable and description of games

attached to it.

Rationale

The “Contraception Studio” aims to help young people to know more about contraception

methods in a more playful and interactive way while school is the most direct way to

communicate with these young people. The booths are set in the campuses where most students

would notice and can probably create discussions among young people. We believe that the

knowledge learned in the workshop would be more concrete and memorable than attending a talk

as young people, our target audience, can touch and experience the contraception tools in person.

Deliverable 6: Storytelling videos series - Online Microfilm - “Another Chance"

Description

A series of 3-5 minutes microfilm will be posted on both Facebook and YouTube channel

so as to convey the importance of accessing correct contraceptive measures. The content of the

microfilm is mainly about a funny love story happens in a near future world. The setting of the

future world is that the general public there is “too open-minded” for sex. It is nearly a consensus

that people are not intended to have any contraceptive measures when having sexual intercourse.

39

They just simply enjoy the pleasure of sex without thinking deep about the consequences. For

this reason, contraceptive measures such as condom have long been obsoleted there.

Then the main characters of the story are Lexi and Danny, who have just fallen in love

with each other after a 7-day camp in university. Lexi, a girl who like the general public, is bold

and candid. She is open-minded towards sex and always takes the initiative to invite Danny to

her bed. In contrast, Danny is a conservative boy. Unlike the others, he is long-sighted and

cautious. Even though he loves Lexi, he does not want to have sexual intercourse with her for

just indulging the pleasure without any contraceptive measures. As he wants to have a well-

planned future with her, having baby is just too early at their age. Embracing such careful

thought, Danny makes every attempt to prevent Lexi from getting pregnant despite his

insufficient knowledge in this field. For instance, he searches on the Internet, asks for friends’

suggestion or comes up ideas by himself. However, all these methods are wrong and every time

Lexi gets pregnant at the end. As such unsatisfactory ending is not what he wants, thus every

time when the story comes to the pregnancy ending, Danny will be sent back to the day before he

has sexual intercourse with Lexi. And then once again, he does everything possible to prevent

Lexi from getting pregnant. Still, every time he fails at the end because all the contraceptive

measures he had tried before were wrong and useless. Eventually, one day he decides to discuss

it with his parents and want to seek help from them. As a previous generation, they teach him the

correct way to prevent pregnancy by using condom combining with the calculation of safe

period. This time, Danny ultimately succeeds in preventing Lexi from getting pregnant and here

the story comes to a happy ending. Here is a brief scene description of the first video:

Scene 1: Lexi and Danny are hands in hand in university

Scene 2: Lexi invites Danny to her home

40

Scene 3: Lexi pushes Danny onto her bad

Scene 4: Danny is surprised but confused

Scene 5: Danny thinks of coitus interruptus at the moment

Scene 6: Lexi and Danny having sexual intercourse (blur screen)

Scene 7: A few weeks later (transition)

Scene 8: Lexi gets pregnant (positive result on pregnancy test kit)

Scene 9: Lexi (Happy) told Danny (Shocked)

Scene 10: Danny goes back to the beginning

△ 屏幕展示徵電影名字: Another Chance

△在一個陽光明媚的下午， Danny 和 Lexi 雙雙在大學校園裏

漫步。(旁白開始時鏡頭 wide shot校園) 旁白: 系一個未來既世界入面，大

家已經唔再在意避孕既問題。好

多避孕方法包括避孕套亦因此被

淘汰。故事既男女主角系一對大

學情侶，女仔 Lexi （19 歲），系

一個性格爽朗大膽，奉行享樂主

義既人。相反男仔 Danny（20歲）， 系一個性格保守謹慎既

人。對於女朋友既性需求，Danny想盡辦法系滿足佢既同時亦吾想

令佢意外懷孕。究竟佢最後會吾

會成功呢？ △旁白結束後兩人的身影出現 L: 岩岩個堂真系聽到我一頭霧水

啊……你明吾明個 professor 講個

啲野啊？ D: 我還好啦！佢講個啲我中學個

陣吾多吾少都有接觸過一啲既。

(Wide Shot) △ Danny 和 Lexi 輾轉走到了大學

校園的大門前，準備分別。 L: 我話呢~如果你今日一陣冇咩

事既話呢~可吾可以教下我今日上

堂啲野啊？ D: 當然可以啦！禁我地去學校圖

書館坐低我教你啊！ L: 學校圖書館？黎我屋企我地一

邊食個下午茶一邊教我吾系仲好

咩？ D: 嗯……都得姐。

41

(Medium Long Shot) △ Danny 和 Lexi 回到了 Lexi 家，Lexi 撲上 Danny。 D: 喂喂喂~吾系話要我教你咩？

(Medium Long Shot) △ Lexi 向 Danny 撒嬌。 L: 你睇今日我屋企又冇人，你可

以教我其他野既姐~~

(Medium Long Shot) △ Lexi 把 Danny 推倒在床上，

Danny 驚訝。 D: (心想) 情況禁突然，我咩都冇

準備喎…萬一有左點算… D: (心想) 啊！只要體外射精咪得

囉！吾系裏面既話應該就吾會有

事啦掛。

(Close Shot) △ Danny 和 Lexi 順利發生性行

為。(屏幕 zoom out)

△ 屏幕顯示: 幾星期後 (Close Shot) △ Lexi 發現驗孕棒呈陽性反應。 L: (心想) 估吾到竟然一次就有

左，不過就算系有左都冇咩大不

了既。

(Medium Long Shot) △ Lexi 約 Danny 在大學某間會議

室內見面，準備把懷孕之事告知

他。 D: 仲咩事今日笑得禁開心既？ L: 講個好消息比你知啊！我前日

驗孕發現我有左啊！

(Medium Long Shot) △ Danny 得知 Lexi 懷孕之事後非

常詫異，如同晴天霹靂。 D: 你…你…岩岩講咩話？ L: 我話我地就快可以做爸爸媽

啦！ D: (心想) 點會禁架？一次就有

左？明明已經系體外射精架啦

喎！點解禁都會出事架？？

(Medium Long Shot) △ 在 Danny 大受打擊之際，突然

一陣天旋地轉，Danny 猶如被一

股神秘力量吸入般，「咻~」的一

聲回到了那天那個陽光明媚的下

午，時間倒流一切重新開始。 D: (尖叫) 啊~！啊~！啊~！啊~！ 旁白: 如果再比你一次機會，你會

點樣避免你既伴侶意外懷孕？

42

The microfilm will be divided into four chapters. The first three chapters will show the

bad ending by using the wrong contraceptive measures, while the last chapter will show the

correct method in preventing crisis pregnancy. The chapter plan is as follow:

Methods The idea comes from... Notes

1) External ejaculation Danny himself Wrong method

2) Safe period The Internet Right method but not safe enough

3) Plastic wrap Danny’s friends Wrong method

4) Combining condom and safe period Danny’s parents Right method, story end

This series of microfilm will be posted on Facebook and YouTube once a week for a

month time. Some highlights will also be posted on Instagram. Also, we will keep using

Facebook and Instagram to post some preview and updates a few days before the videos are

posted so as to the stimulate public’s interest in the film.

Rationale

The online microfilm aims to raise public awareness about the importance of acquiring

correct sexuality knowledge as well as adopting correct contraceptive measures. In this film, the

setting is a future world which seems so fictional at first glance. Yet, it is somehow simulating

and presenting the current situation of the youth world. The main characters, Lexi and Danny,

indeed represent two kinds of the teenager. Lexi shows the characteristics of some teenagers who

43

are curious about sex and want to have their first attempt at their young age. Yet at the same

time, they do not think much about the consequences and are too reckless in having sexual

intercourse. While on the contrary, Danny represents teenagers who are ignorant and

inexperienced in sex issue. Due to embarrassment and the conservative social atmosphere,

teenagers tend to seek sex-related knowledge online or from peers, which may be incorrect and

misleading. From the story of Lexi and Danny, we want to convey a message that it is not an

embarrassing thing for teenagers to ask for correct contraceptive knowledge. It is better to well

prepare yourself before you regret after all. The serious message would be spread as a humorous

way. The videos use some ridiculous methods and exaggerating expressions to present the case.

It would be even more attractive to young people.

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Timeline

Year 2018 2019

Month DEC JAN FEB MAR APR MAY JUN

Pre-Campaign Evaluation

Open an Instagram account

Phase 1 : Be aware of crisis pregnancy

Online Video - “Sex in Childhood”

Recruit actors

Video production

Launch on Facebook, Instagram and YouTube

Online Video Campaign - “Crisis Pregnancy Monitoring”

Recruit participants

Video shooting & editing

Launch on Facebook, YouTube (whole video) & Instagram (highlights)

Phase 2 : Don’t afraid of talking about sex

Outdoor Campaign in MTR stations -

Book the MTR ad placement

Design (Machine, website, fortune

45

“The Sexy Fortune”

cookies, MTR escalator ad)

Production

Facebook and Instagram promotion

MTR ad placement

Placement of the machine

Lyric Writing Competition “讓耳朵懷孕

吧！”

Launch invitation post on Facebook & Instagram

Collect lyrics contribution

Evaluate and filter 10 copies of lyrics

Launch voting post on Facebook & Instagram

Announce competition result and deliver reward

Phase 3 : Attain right knowledge through right channels

Carnival booths - “Contraception Studio”

Discussion of timetable with schools

Poster, booth and game design

46

Month (2019) JUL AUG SEP OCT NOV DEC

Phase 3 : Attain right knowledge through right channels

Carnival booths - “Contraception Studio”

Facebook ad

Poster

Holding the booth in campuses

Online Microfilm - “Another Chance”

Recruit actors

Video shooting & editing

Promotion on Facebook and Instagram

Launch on Facebook, YouTube (whole video) & Instagram (highlights)

Post-Campaign Evaluation

47

Media Characteristics/ Plan

Month (2019) 1 2 3 4 5 6 7 8 9 10 11 12

Phrase 1

Sex in Childhood Facebook

Facebook ad

Instagram

YouTube

Crisis Pregnancy Monitoring

Facebook

Instagram

YouTube

Phrase 2

The Sexy Fortune Official Website

Facebook

Instagram

MTR ad

讓耳朵懷孕吧！ Facebook

Instagram

48

Phrase 3

Contraception Studio

Official Website

Poster in campus

Facebook

Instagram

Another Chance Facebook

Instagram

YouTube

*Facebook = official Facebook account, Instagram = official Instagram account, YouTube =

official YouTube channel

Rationale

9.1 MTR escalator crown bank and balustrade promotion

In phase 2, MTR escalator crown bank and balustrade advertisement would be used to

promote the outdoor MTR campaign “The Sexy Fortune”. According to our research, our target

group usually notice advertisements placed in MTR. Therefore, placing an advertisement on high

flow rate MTR escalator crown bank and balustrade can certainly capture their attention. Also,

the MTR advertisement would be close to the location of the machine so we can easily direct

their access to the machine and hence encourage them to participate in our campaign.

49

9.2 Poster

In phase 3, posters would be pasted in different school

campuses so as to promote the carnival booth campaign

“Contraception Studio”. These posters would be posted on

campus a week before the campaign is held in that school.

We would also discuss with the school to help send the

posters and details of our campaign to students through direct

mailing. We believe that it is the most direct way to promote

the campaign to our target audience and there will be no

chance for students to overlook the campaign.

9.3 Official website of Mother’s Choice

Putting advertisement on the official website of Mother’s Choice may seem cliché but

somehow it is still effective to give more detailed information about our events. Compare to

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Facebook and Instagram posts, information on the official website seems more formal and has

higher reliability. Apart from other social media channel, this would act as an auxiliary function

in the promotion of events. Regarding the offline campaigns, an ad banner would be placed on

the front page of the official website which is the most eye-catching place that allows people

who browse the web page to get more information by clicking into the banner.

9.4 Official Instagram account of Mother’s Choice

Instagram is the most widely-used social media

among young people in Hong Kong. Mother’s Choice

should never neglect this channel if they would like to

have good communication with the young target audience

in Hong Kong. Therefore, we would like to open an

Instagram account at the beginning of 2019 and some

infographics would be subsequently posted in the account

as promotion for every execution. We believe it can help

reach the target audiences in a more effective way.

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9.5 Official Facebook account of Mother’s Choice

Since Facebook is the second most widely-used social media among young people in

Hong Kong, Mother’s Choice has long been doing promotion through their Facebook page and

till now the page is already well-developed. Therefore, we would like to put some promotional

posts on the Facebook page for every execution just as what we do on Instagram. Moreover, in

phase 1, we would also pay for advertising on Facebook to promote our ad video “Sex in

Childhood” to our target groups. Since Facebook collects big data about characteristics of

different users (such as the age, location, and behaviors), paying for the advertising can

definitely help us reach our target group more effectively.

Suggested classifications:

Age: Location: Marriage status:

Page followed: Schedule:

18-24 Hong Kong Single, in a relationship

大大與小妹、啾啾

妹、十萬個激嬲女友

的理由 、01 女生 etc.

Everyday 8:00 a.m. - 9:00 a.m. and

12:00 p.m. - 14:00 p.m.

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9.6 Official YouTube account of Mother’s Choice

Apart from Facebook and Instagram, YouTube is the third most popular communication

channel among teenagers. Mother’s Choice also owns its official YouTube channel of which

interview videos were mainly posted in recent years. Yet, these kinds of videos are generally

lack of interest and thus generate a low view rate on average. In order to alter the current

perceived dull image of Mother’s Choice, we decide to put our ad video, monitoring videos, and

microfilm series on the YouTube channel for not only gaining a better penetration effect among

teenager, but also attracting public’s interest towards the channel. If possible, this may

additionally help accumulate subscribers for the channel which are beneficial for Mother’s

Choice other video promotion to gain a higher view rate in the later days.

9.7 Media Pitching

In phase 2, as “The Sexy Fortune” gets a bold idea and it takes place in popular spots in

Hong Kong, it should have enough news value and journalists probably would like to report

them. We would try to grab the chance to promote the event so press release will be sent out to

some interested parties by email with details and photos of the event. (See Appendix 10&11)

53

Budget

Items Cost Unit Budget (HKD)

Phrase 1

Online Video - “Sex in Childhood” - Storyboard and shoot board design - Props preparation - Site rental - Actors remuneration - Filming - Production supervision - Post-production - Facebook advertisement fee

$3,000 $450 $2,500 $7,800 $10,000 $5,000 $3,300 $600 =$32,650

Online Video Campaign - “Crisis Pregnancy Monitoring”

- Purchase of camera - Remuneration for participants - Shooting cost - Production supervision - Post production cost

$1,000 $9,000 $10,000 $5,000 $10,000 =$35,000

Subtotal $67,650

Phrase 2

Outdoor Campaign in MTR stations - “The Sexy Fortune” Preparation

- Machine design and production - Website design and development - Fortune cookies design and production - MTR ads design and production - Website banner design

Placement - MTR escalator crown bank and

balustrade rental in 3 spots (Mong Kok, Kowloon Tong, Tsim Sha Tsui)

$15,000/one $50,000 $75,000 $15,000 $2,000 $294,000/week

3 machines 4 weeks

54

- Installation fee - Rental fee

1)Kowloon Tong 2)Mong Kok 3)Tsim Sha Tsui

- Expected repair and maintenance fee

$150/one $68,700/week $168,200/week $90,100/week $20,000 =$2,691,450

3 spots 4 weeks

Lyric Writing Competition “讓 讓 讓 讓 讓 讓 ！”

- Placement of Ad - Facebook - Instagram

- Prize cost

$600/month $1000/month $2,400 =$7,200

3 months

Subtotal $2,698,650

Phrase 3

Carnival booths - “Contraception Studio” - Poster and website banner design - Booth setting production - Game setting production - Condoms (2000/school x 23 schools) - Gifts (Condom candy) (500

participants x 23 schools)

$3,000 $5,000 $24,000 $92,000 $57,500 =$181,500

Online Microfilm - “Another Chance” - Storyboard and script development - Props preparation - Site rental - Labour costs - Shooting cost - Production supervision - Post production cost

$3,000/one $1,000 $20,000 $20,000 $15,000/one $5,000/one $15,000/one =$193,000

4 videos

Subtotal $374,500

Contingency Plan $90,000

Evaluation $6,500

Total Budget $3,237,300

55

Evaluation

Evaluation for Objective 1

To persuade at least 50% of the target audience that our brand image is ‘friendly’ but not ‘serious

and hard to approach’ by the end of the campaign.

Evaluation Method 1 : Post Campaign Online Questionnaire

An online questionnaire will be distributed on both Facebook and Instagram platform so as to

evaluate people’s updated perceived image towards Mother’s Choice after these series of events.

Evaluation Method 2 : Media Monitoring

We will have a media team to check the percentage of media reports that use positive words such

as “interesting”, “fun”, “innovative” etc. to describe our campaigns. The media team will also be

responsible for evaluating the overall comment left on both Facebook and Instagram during the

campaign period.

Evaluation for Objective 2

To boost interactive activities with target audiences by 25% by the end of the campaign.

Evaluation Method 1 : Event Participation Rate

We will evaluate the number of participants in the interactive campaigns. For the online video

“Sex in Childhood”, we would count the number of comments reacting to our question in the

56

post. For the outdoor campaign “The Sexy Fortune”, we would count the number of fortune

cookies that have been given out and the view of the website. For the lyric writing competition,

we would look into the amounts of voters. For the carnival booth “Contraception Studio” in

school, we would investigate the number of participants.

Evaluation for Objective 3

To enhance the young adult’s sexuality knowledge regarding prevention of pregnancy by 25%

by the end of the campaign.

Evaluation Method 1 : Focus Group Interview

At the end of 2018, we will carry out a pre-campaign evaluation, in which we will invite 20

teenagers aged 18-24 to attend a focus group interview. In the focus group interview, we will

discuss some sexuality-related topics with them to see to what extent do they possess the correct

sexuality knowledge. Then when it comes to the end of 2019, we will invite the same group of

participants to take part in the post-campaign evaluation. Same as before, we will also have a

focus group interview with them to measure their improvement in sexuality knowledge.

Evaluation for Objective 4

To increase 10% of followers on Facebook and increase the likes of each Facebook posts to

around 300 likes by the end of 2019.

Evaluation Method 1 : Media Monitoring

57

At the end of 2019, we will check the number of followers of the Facebook page of Mother’s

Choice. Also, we would count the number of likes of each Facebook post in December 2019 and

take an average number of them to see the improvement.

Evaluation for Objective 5

To attract 1000 followers for the new Instagram account by the end of 2019.

Evaluation Method 1: Media Monitoring

At the end of 2019, we will check the number of followers of the new Instagram account of

Mother’s Choice.

58

Contingency Plan

Potential Risk 1: Invited participants withdraw from monitoring video shooting abruptly

According to the plan, a total of 9 participants will be invited to take part in the monitoring video

shooting. Although these participants had already consented to the detail of the program and

signed a simple contract with us, still, if one of the participants suddenly withdraw from the

video shooting, it may influence the video delivery volume of each week. In order to prevent it,

we would have some participants on a waiting list at the end of the recruiting stage. In case,

some agreed participants withdraw from the shooting for any reason, we can still have other

participants to help with the respective shooting part.

Potential Risk 2: Fail to book the selected locations of the MTR campaign

As the booking of MTR advertising is very tight and our selected stations are some popular spots

in Hong Kong, Mother’s Choice has to book the location to secure the place in advance. If the

selected stations are not available, Mother’s Choice can consider other popular spots among

young people such as Kowloon Bay, Kwai Fong, and Tsuen Wan. Mother’s Choice can also

consider to cooperate with some popular shopping malls such as Time Square and Langham

Place instead.

Potential Risk 3: Too little contributions in the Lyrics Writing Competition

Although there is a two-month contribution period in the whole competition, still there is no

guarantee that we can receive enough contribution at the end of May. In case the overall

59

contribution of the competition is less than 10 copies, we would consider involving staffs from

Mother’s Choice to take part in the competition. Or when it comes to the end of April, if we

observe that the participation response is poor, we would like to announce an even more

appealing prize to raise the attractiveness of the competition.

Potential Risk 4: Only a few participants for the carnival booth

Though the booth would be set in the campus, it is no guarantee that students would be attracted

to join the games. If the participants of the first two tertiary schools are less than 300 students,

we would interview the universities students and ask them how we can improve the game. The

games would be modified with consideration of students’ opinions in the following schools.

Potential Risk 5: Poor response to the microfilm series

As mentioned above, we will launch a microfilm series in November 2019. The film supposed to

be divided into four chapters and each chapter will be delivered once a week. After delivering

the first chapter, we will observe the response online. Once the public shows a too negative

attitude towards the film, we may consider publishing a poll on Facebook so as to collect the

public’s opinions about the subsequent film content. If time is allowed, we may then re-shoot the

corresponding plot and launch it instead of the original planning.

60

Conclusion

Given the rising number of crisis pregnancy and lack of all-rounded sexuality education

in Hong Kong, as a non-governmental organization that serves pregnant teenagers in Hong

Kong, Mother’s Choice is obliged to do more in educating young people the right knowledge to

prevent pregnancy. However, Mother’s Choice has a ‘too serious’ image which hinders their

communication with the young people. Through this 12-month integrated communication

campaign, Mother’s Choice can successfully build up a friendly relationship with young people

and educate them the right channel to acquire the correct knowledge in preventing pregnancy.

The integrated communication campaign is divided into three phases. The first phase

aims to raise public awareness of the crisis pregnancy issue and the result of avoiding sexuality

topics. Executions in phase 1 are mainly storytelling videos. After that, we would push the target

audiences further, inviting them to step forward and talk about sex in phase 2. The outdoor

campaign and lyrics writing competition would create topics among young people in a fun and

interactive way. However, having young people talking about sexuality topics are not enough

that we still cannot ensure the information they share, in fact, is accurate. Therefore, in phase 3,

carnival booths set in 23 campuses and online video series will educate the public about the

correct knowledge in preventing pregnancy. With strategic planning and well-rationalized

tactics, we believe that the whole integrated campaign can help Mother’s Choice develop long-

term communication with young people and alleviate the crisis pregnancy issue in Hong Kong.

61

Reference

1. The Hong Kong Federation of Youth Groups. (2006). 讓 青讓 讓 讓 讓 讓 --讓 讓 讓 讓 讓 讓

讓 讓 讓 為讓 讓 讓 讓 讓 讓 查讓 讓 . Retrieved from

http://webcontent.hkcss.org.hk/cy/061217%20survey%20on%20sex%20behavior%20of

%20female%20youth-at-risk.doc

2. Hung. (2012). 讓 讓 讓 讓 讓 讓 讓 12 讓 讓 讓 讓 . Hong Kong Economic Times. Retrieved

from https://paper.hket.com/article/785509/讓 讓 讓 讓 讓 讓 讓 %2012 讓 讓 讓 讓

3. JCDecaux Group. (2013). MTR Advertising Exhibition and Display Site. Retrieved from

http://www.jcdecaux.com.hk/documents/mtr/MTR-Exhibition_and_Display-

RateCard2013-20130423.pdf

4. Mother’s Choice (2014). Mother’s Choice Annual Report 2013-2014. Retrieved from

https://www.motherschoice.org/app/uploads/2016/10/Mothers-Choice-Annual-Report-

2013-2014.pdf

5. Schreurs. (2016). Beijingers Lose Their Virginity Before 21, According to China's 2015

Love and Marriage Survey. The Beijinger. Retrieved from

https://www.thebeijinger.com/blog/2016/01/11/beijings-youth-average-age-lose-

virignity-lower-rest-china-chinas-2015-love-and

6. Mother’s Choice (2017). Impact Report 2016-2017. Retrieved from

https://www.motherschoice.org/app/uploads/2017/06/Impact_Report_2016_2017_EN.pdf

62

7. Chung (2017). 讓 讓 讓 讓 讓 讓 讓 讓 . Wen Wei Po. Retrieved from

http://paper.wenweipo.com/2017/10/19/ED1710190014.htm

8. Census and Statistic Department, Hong Kong Special Administrative Region. (2018).

Women and Men in Hong Kong Key Statistics. Hong Kong. Retrieved from

https://www.statistics.gov.hk/pub/B11303032018AN18B0100.pdf

9. KPMG. (2018). Mother’s Choice Limited (Limited by Guarantee). Hong Kong. Retrieved

from https://www.motherschoice.org/app/uploads/2016/10/2017-18-Audit-Report-

signed.pdf

10. The Government of the Hong Kong Special Administrative Region. (2019). The 2019-20

Budget. Hong Kong. Retrieved from https://www.budget.gov.hk/2019/eng/index.html

11. Leung. (2019). 【讓 讓 讓 讓 】2019 讓 讓 讓 讓 讓 讓 讓 讓 讓 讓 讓 讓 | Freehunter 讓 讓 讓 讓 讓

讓 讓 . Hong Kong. Retrieved from https://freehunter.hk/news/freelance-

%E6%8B%8D%E7%89%87-

%E5%89%AA%E7%89%87%E5%83%B9%E9%8C%A2%E5%8F%83%E8%80%83/

12. Advertise Grow. (2019). Instagram Ads Cost in 2019 Complete Up-to-date Guide. Hong

Kong. Retrieved from https://karolakarlson.com/instagram-ads-cost-and-bidding/

13. Influencer Marketing Hub. (n.a.). How Much Does it Cost to Advertise on Instagram?.

Retrieved from https://influencermarketinghub.com/how-much-does-it-cost-to-advertise-

on-instagram/

14. Facebook Business. (n.a.). How Much Do Facebook Ads Cost?. Retrieved from

https://www.facebook.com/business/ads/pricing

63

Appendix

Appendix 1 : Facebook Page

Appendix 2 : YouTube Channel

64

Appendix 3 : SWOT Analysis

65

Appendix 4 : Questionnaire Sample Hello! We are PRA students from HKBU. We are now conducting a marketing research for a local

NGO regarding the effectiveness of sexuality education towards teenagers. It is grateful if you

could take 10-15 minutes to complete this questionnaire. There is no right or wrong answer. Your

participation is voluntary. The information obtained in this study will be used to prepare a research

report and no identifying information will be revealed in the dissemination of the result. Thank

you.

Part 1 – Filtering 1. Please indicate your age.

□ Below 18 (End of survey) □ Age 18-24 □ Above 24 (End of survey)

Part 2 – Sexuality Knowledge 1. To avoid unmarried pregnancy, do you believe that your contraceptive knowledge is

adequate? □ Yes □ No

2. Where did you learn the contraceptive knowledge?

□ School □ Family □ Friends □ Internet □ Others:_________

3. Which of the following do you think that is the correct method to have birth control?

□ Condom □ Oral Contraceptive Pills □ Contraceptive injections □ Intrauterine Contraceptive Device □ Wrapping the penis with plastic wrap □ Safe Period Calculation □ Eating food with cold nature □ Cleaning the vagina with coke and soy sauce □ Coitus interruptus □ Cleaning the vagina after having sex □ Urinate after having sex

66

4. Image that you/ your partner get pregnant accidentally, who would you seek help from?

Please state your preference. □ Parents □ Friends □ Social networking website/ Forum □ Mother’s Choice □ Birthright Society Limited □ The Family Planning Association of Hong Kong □ Others _________________

Part 3 – Sexual Habit 1. Have you ever had sex? (noted that your answer here will be kept secret)

□ Yes □ No（If no, jump to demographic question）

2. When did your first sex happen?

□ Under Age 18 □ Age 18-20 □ Age 21-24

3. What is your frequency of having sex?

□ Less than once a month □ One to three times per month □ Four to six times per month □ Seven to nine times per month □ More than ten times a month

4. Have you ever used the below contraceptive methods? (Can choose more than one answer)

□ Condom □ Oral Contraceptive Pills □ Contraceptive injections □ Intrauterine Contraceptive Device □ Safe Period Calculation □ Get snipped/ get tubes tied □ No Contraceptive Method □ Others: _________

Part 4 – Brand Awareness 1. Have you ever heard about Mother’s Choice?

□ Yes □ No（Skip to Part 5）

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2. Regarding your perception towards Mother’s Choice, please indicate your agreement with the following argument. □ Mother’s Choice is warming. □ Mother’s Choice is friendly. □ Mother’s Choice is helpful. □ Mother’s Choice is annoying. □ The service of Mother’s Choice is meaningless. □ The service of Mother’s Choice is useless.

Not at all Moderately Very much

1 2 3 4 5 6 7 3. From your own knowledge, what service(s) do/does Mother’s Choice provide?

(Can choose more than one answer) □ Adoption service □ Provide help to the young unmarried pregnant women □ Sexuality education talk □ Child protection conference □ Provide accommodation □ Child Care Home □ Others: ________ □ None of them

4. Which of the following activities of Mother’s Choice had you joined? (Can choose more than one answer)

□ Adoption service □ Provide help to the young unmarried pregnant women □ Sexuality education talk □ Child protection conference □ Provide accommodation □ Child Care Home □ Others: ________ □ None of them

5. To what extent would you agree the following statement.

□ Activities of Mother’s Choice help teenagers know more about knowledge of preventing pregnancy.

□ Mother’s Choice try their best to educate teenagers about knowledge of preventing pregnancy.

□ Mother’s Choice is experienced in educating teenagers about knowledge of preventing pregnancy.

□ Seeking help to Mother’s Choice is embarrassing.

Not at all Moderately Very much 1 2 3 4 5 6 7

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Part 5 – Media Usage 1. Which kind of media placement would attract you most?

□ MTR escalator □ MTR platform □ Bus-body □ Television □ Radio □ Social media platform □ Newspaper □ Magazine □ Leaflet □ Others: _________

2. What social media do you use most?

□ Facebook □ Instagram □ YouTube □ Twitter □ Blog □ Others: _________

3. Which channel would you wish to receive information of activities of Mother’s Choice.

(Can choose more than one answer) □ Outdoor advertisement □ Television/ Radio □ Newspaper/ Magazine □ Leaflet □ Social media platform □ Official website □ Email □ Others: _________

4. What type of message attracts you most? (Can choose more than one answer)

□ Humor □ Horror □ Mystery □ Informative □ Story □ Others: _________

5. Please indicate the attractiveness of the following methods to promote the prevention of unmarried pregnancy.

□ Invite celebrity/KOL to become the spokesperson. □ Organize more public events (e.g. in shopping malls or residential areas).

69

□ More advertisements. □ Sharing sessions. □ Online videos.

Least

attractive Moderatel

y Most

attractive 1 2 3 4 5 6 7

6. Do you have any suggestion concerning Mother's Choice promotion concerning the prevention of pregnancy? ____________________________________________________________ Part 6 – Demographic 1. Please indicate your gender.

□ Male □ Female

2. Please indicate your education level.

□ Primary school □ Secondary school □ College □ College graduate □ Postgraduates □ Master □ Others:_________

3. Please indicate your marital status.

□ Single □ In Relationship □ Married □ Divorced □ Others:_________

4. Please indicate your family monthly income.

□ Less than HKD$10000 □ HKD$10001 - HKD$ 20000 □ HKD$20001 - HKD$ 30000 □ HKD$30001 - HKD$ 40000 □ HKD$40001 - HKD$ 50000 □ More than HKD$50000

70

Appendix 5 : In-depth Interview Questions Hello! We are PRA students from HKBU. We are now conducting a marketing research for a local

NGO regarding the effectiveness of sexuality education towards teenagers. It is grateful if you

could take 30-45 minutes to complete this interview. Your participation is voluntary. The

information obtained in this study will be used to prepare a research report and no identifying

information will be revealed in the dissemination of the result. Thank you.

Part I Concerning Mother’s Choice 1. Do you know what organization does this logo represent?

2. Do you know that Mother’s Choice had done a rebranding? 3. When you were in primary/secondary school, have you ever enrolled in any activities such

as sexuality education workshop held by Mother’s Choice? 4. If yes, how was your perception and feeling towards Mother’s Choice at that time? 5. What is your impression and understanding towards Mother’s Choice?

6. To what extent do you believe in Mother’s Choice services? (1-totally untrustworthy, 10-

totally trustworthy) 7. Have you ever heard of any kind of events organized by Mother’s Choice? Can you

comment on the activities? Part II Sexual Habit 1. What kind of contraceptive methods do you know? 2. Have you ever had sex? 3. When did your first sex happen? 4. What is your frequency of having sex? 5. What kind of contraceptive methods have you used? 6. Why did you adopt these kinds of contraceptive methods?

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7. Do you think that these kinds of contraceptive methods are sufficient enough to prevent

pregnancy? 8. When encounter unmarried pregnancy, would you solve it by yourself? Or would you turn

to others? 9. Would you have any concern on seeking help from friends concerning unmarried

pregnancy? 10. Would you have any concern on seeking help from your family concerning unmarried

pregnancy? 11. Would you have any concern on seeking help from Mother’s Choice? Part III Advice on Sexuality Education 1. You have received knowledge of prevention of unmarried pregnancy through what kinds of

channel? 2. Do you think the current education of prevention of unmarried pregnancy in Hong Kong is

adequate? 3. How would you suggest improving the education of prevention of unmarried pregnancy in

Hong Kong? 4. How can motivate you to acquire more knowledge about the prevention of unmarried pregnancy? (e.g. rewards, fear to be pregnant, curiosity)

Part IV Advice on Activities 1. Have you noticed any remarkable promotion events recently? 2. Upon looking at these posts and videos, will you feel interested and get attracted by them? 3. In regard to unmarried pregnancy, what kinds of activities that organized by Mother’s

Choice would you like to take part in? (e.g. experience sharing)

72

Appendix 6: Facebook Insight data

Appendix 7: Online video promotion in Facebook

73

Appendix 8: Sample questions of “The Sexy Fortune”

Sample questions Sample multiple choices answers

你認為性是... You will describe sex as...

● 僅為取樂 Just for fun ● 令人愉快的 Great pleasure ● 完全不重要的 Totally not important ● 嘔心的 Disgusting

你是否認為婚前性行為使你更了解伴侶？ Do you believe that having premarital sex help you get more understanding of your partner?

● 是 Yes ● 否 No ● 沒意見 No comment

你是否認為進行性行為能促進你和伴侶的

感情？ Do you believe that having sex can help improve the relationship with your partner?

● 是 Yes ● 否 No ● 沒意見 No comment

你認為用安全套的重要性是...（可多選） Why do you think that using condom is important? (Can choose more than one answer)

● 避孕 Prevent pregnancy ● 預防性病 Prevent sexually transmitted

disease ● 提升性愛質量 Improve the quality of

having sex ● 其他 Others ● 我不覺得使用安全套是重要的

I don’t think condom is necessary

如果你的伴侶提議不用安全套，你會... What would you do if your partner suggests not to use condom?

● 欣然答應 Agree with pleasure ● 無可奈何的答應 Agree with no other

choice ● 堅定拒絕 Reject ● 看心情 Depends on mood

你有否曾經想過你/你的伴侶可能意外懷

孕? Have you ever thought about that you/ your partner may get pregnant accidentally?

● 有 Yes ● 沒有 No

假如有一天，你/你的伴侶意外懷孕，你會

怎麼辦? What would you do if one day you/ your partner gets pregnant accidentally?

● 墮胎 Abortion ● 分手 Break up ● 結婚 Marry him/her ● 生下來 Give birth ● 尋求他人意見 Seek advice from

74

others ● 沒有任何想法 No

Appendix 9: 23 targeted higher education institutions of “Prevented Pregnancy Workshop”

23 targeted higher education institutions of “Prevented Pregnancy Workshop”

1. Caritas Institute of

Higher Education

2. Centennial College

3. Chu Hai College of

Higher Education

4. City University of

Hong Kong

5. Gratia Christian

College

6. HKCT Institute of

Higher Education

7. Hong Kong Academy

for Performing Arts

8. Hong Kong Baptist

University

9. Hong Kong Design Institute

10. Hong Kong Institute of

Vocational Education

11. Hong Kong Nang Yan

College of Higher Education

12. Hong Kong Shue Yan

University

13. Lingnan University

14. Technological and Higher

Education Institute of Hong

Kong

15. The Chinese University of

Hong Kong

16. The Education University of

Hong Kong

17. The Hang Seng University

of Hong Kong

18. The Hong Kong

Polytechnic University

19. The Hong Kong University

of Science and Technology

20. The Open University of

Hong Kong

21. The University of Hong

Kong

22. Tung Wah College

23. Yew Chung College of

Early Childhood Education

Appendix 10: Media list of the pitching

The target of our media pitching is local magazines and social media that focus on young people

and will promote innovative events in Hong Kong. The following are some of them:

75

Media Outlet Email address Phone No. Category

South China Morning Post

(Young Post) susan.ramsay@scmp.com 2680 8964 Youth

Youth Hong Kong Magazine hq@hkfyg.org.hk 2527 2448 Youth

Weekend HK content@nmg.com.hk 22969607 Lifestyle

Next Magazine (Leisure) news@nextdigital.com.hk 2744 2733 Lifestyle

U Magazine (Life+Weekend) info@umagazine.com.hk 6773 2309 Lifestyle

ELLE.com.hk (Online) elle.webmaster@scmp.com 2565 2565 Lifestyle

MegaLife (Online) info@megalife.com.hk 3104 1319 Lifestyle

PressLogic - Holiday holiday@presslogic.com 3709 2787 Lifestyle

Appendix 11: Sample press release

母親的抉擇

社區聯繫傳訊及市場主任 Serrie Fung

地址：香港半山波老道 10 號 電話：(852) 3915 9750

電郵：serriefung@motherschoice.org

「幸運餅亁」 X 「性」 母親的抉擇在地鐵設置互動機器宣傳正確「性觀念」

新聞稿──即時發佈

（香港，2019 年 3 月 1 日）──由即日起，母親的抉擇分別在旺角、尖沙咀、九龍塘

等三個地鐵站設置「『性』運餅乾」（The Sexy Fortune）機器。只要簡單幾個步驟便可

取得印有有趣性標誌和句子的幸運餅乾！

母親的抉擇一向致力服務香港青少年，希望能藉著普及性教育，預防年輕人因錯誤的性

知識而造成不幸。最近，母親的抉擇發現年輕人缺乏勇氣和適當的渠道去獲得正確的性

知識，大多數源於對「性」本身的害怕和尷尬。因此，為了進一步鼓勵年輕人勇於討論

有關「性」的話題，母親的抉擇特別舉辦「『性』運餅乾」的活動。

（下一頁）

76

若想要參加活動，只要找到地鐵站內的機器，以手機刷上面的二維碼，再簡單回答幾條

問題，便可以任選一款喜歡的幸運餅乾。同時，母親的抉擇建議參加者把餅乾送給朋

友，將自己對「性」的看法分享給朋友知道。

母親的抉擇的行政總裁艾利雅（Alia Eyres）指出：「今次我們的主題是 Mind Sex，意思

就是要改變社會上過於保守、迴避談及性話題的風氣。為了表達這個主題，我們由宣傳

到活動內容，以至獎品方面也採取非常積極大膽的嘗試，相信這會成為我們改變社會的

第一步。在此，我們亦鼓勵各位年輕人與我們一同合作，合力將這個訊息傳遞開去。」

「『性』運餅乾」將會放置至本月月底。除了在地鐵擺放機器以外，未來一年，母親的

抉擇還會在各大專院校擺放攤位、在社交平台舉辦歌詞比賽及在 Facebook 發佈故事短

片系列等等，有興趣的人士歡迎關注母親的抉擇接下來發放的新情報。

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關於母親的抉擇

母親的抉擇是一間成立逾 30 年的本地慈善機構，目的是服務香港眾多沒有家庭的孩子

和意外懷孕的少女，希望每個孩子都擁有一個關愛的家。多年來，在政府和社會大眾的

幫助下，母親的抉擇不斷發展，每年協助上千名少女及孩子。母親的抉擇的服務包括性

教育工作坊、領養服務、住宿服務等等，務求為孩子和少女們提供貼心的支援服務。如

想得知更多有關母親的抉擇的資訊，歡迎到官網 https://www.motherschoice.org 查詢。