Oxfam hk pr project report

Public Relations Plan 2011
OXFAMHONGKONG
Done by:
Lionel Ng, Sarah Chong
Martin Lau, Jaky, Simon Fung, Felix Landgren
WorkingWithPeopleAgainstPoverty

Contents
01 Executive Summary
Background Research
03 Organization Profile
03 Current Projects
04 Building Support in Hong Kong
05 Current Media Coverage
Situational Analysis
06 SWOT Analysis
07 Competitor Analysis
08 Financial Report
08 Primary Reseach
Planning
11 Target Audience
11 Key Message
12 Objectives
12 Strategies
Tactics
14 Oxfam on Facebook
15 Oxfam’s Xmas Wish
16 ‘Art with a Heart’ Competition
17 ‘Say NO to Poverty’ Carnival
17 Oxfam HK Charity Dinner
18 The Big Picture
18 Media Plan
19 Timeline
19 Budget
20 Expected Donations
21 Campaign Evaluation
22 References
Appendix
23 A: Detailed Survey Results
24 B: Concept References
26 C: Media Plan Key Targets
28 D: Timeline
29 E: Budget
30 F: Expected Donations
Oxfam Hong Kong Public Relations Plan 2011
2

Background Research
Organization Proﬁle
Oxfam Hong Kong (Oxfam HK), one of the 14 affiliates in the Oxfam international
confederation, traces its roots back to 1976, when a group of volunteers passionate to eradicate
poverty, opened up a second hand shops and began raising funds for anti-poverty projects. The
organization first realized its mandate in the 1970s and 80s, when it was an advocate for
justice in the Vietnamese refugee crisis in Hong Kong, and when it helped save Ethiopian lives
during a 1984 famine. Since then, Oxfam HK has come a long way to its present status;
having work spread out over 70 countries/states and having staff based in 10.
Oxfam’s Mission
“Working with people against poverty.”
Oxfam’s Vision
“Oxfam Hong Kong envisions a world free of poverty where women and men enjoy well-
being and rights. The ultimate goal of Oxfam Hong Kong’s work on poverty and development
is for poor women and men to achieve responsible well-being primarily through enabling them
to claim and enjoy their basic rights.”
Current Projects
The essence of all of Oxfam’s work is to work toward the eventuality of eradicating poverty.
Through a deep understanding of the complexities and causes of poverty, Oxfam fights
poverty on many fronts. Some of these actions involve long term economic development
projects, emergency relief aid and public education to increase global awareness.
Oxfam HK has a stronger focus on poverty in the region. In the past year, the organization has
conducted 1,388 projects in 27 countries, whereby more than half of these were in China.
Some of these projects are:
• Bringing public awareness about climate change and gender equality in Vietnam
3

• Disaster relief and recovery plans to rebuild and improve impoverished rural
communities hit by earthquakes or droughts in southwest China
• Imparting sustainable farming techniques to the poor and conflict affected people of
Mindanao in Philippines
• Community-based development in Yunan and Guangxi
• Enhancing disaster preparedness and raising incomes in the villages of Udaypur
district, Nepal
• Advocating a minimum wage bill to benefit Hong Kong’s low wage workers and
families
• Increasing public awareness about poor people in Hong Kong
• Fundraising for those affected by the Haiti earthquake, typhoons of Ketsana and
Parma, displaced people in Pakistan
Building Support in Hong Kong
As Oxfam HK is funded neither by its international headquarters nor the Hong Kong
government, gaining support for its fundraising events are absolutely crucial to be able to
sustain its efforts. Their fundraising and awareness building efforts in Hong Kong include the
Oxfam Trailwalker, Oxfam Rice Sale, Oxfam Unwrapped, and Oxfam Club.
Oxfam Trailwalker
An annual event reaching out to thousands in Hong Kong who will trek 100 km to raise funds
for people in poverty. This is Oxfam HK’s flagship event, garnering over 10,000 participants
and raising over HK$30 million.
Oxfam Rice Sale
Another annual event, this unique event sees hundreds of volunteers joining Oxfam staff in
selling packets of rice all over Hong Kong. This meaningful act serves to remind the public
that the many people need their help, and that their donations are essential in order for
survival. The event raised nearly HK$3 million to fund emergency relief and development
programmes in Mainland China.
4

Oxfam Unwrapped
A corporate gifting initiative, this fundraising tool lets companies give donations - goats,
fishing equipment, or training courses - in their client’s name.
Oxfam Club
To encourage youth involvement in Hong Kong, Oxfam Club was established to provide
annual training, through field trips, workshops and camps, to educate Form 3 to 5 Secondary
students about poverty issues and how to take positive action.
Current Media Coverage
Flagship events coverage: Oxfam Trailwalker, Oxfam Rice Sale, Oxfam Musical Marathon,
Make Trade Fair and Walk for Our Winter.
Print TV Online 2009 Awards
Posters on buses, trains stations,
and magazines
Short television
documentaries
Oxfam HK’s
• Ofﬁcial Website
• Facebook
• Twitter
• Flickr
• Gold Prize, Award for
Arts Education, Hong
Kong Arts
Development Council
(2009)
• China Awards Charity
Achievement, China
Report (Zhongguo
Baodao) and Hongqi
Huakan (2009)
Company leaﬂets, bi/monthly e-
book and newsletters, O.N.E and
Mokung
Short television
documentaries
Oxfam HK’s
• Facebook
• Twitter
• Flickr
Kong Arts
Development Council
(2009)
Achievement, China
Report (Zhongguo
Baodao) and Hongqi
Huakan (2009)
Sources of Media Clippings:
Hong Kong Newspapers
including Apple Daily, Oriental
Daily, and The Sun, BBC, Time
Out, Asia One, Yahoo, MSN,
BloomBerg, Business Week
Short television
documentaries
Oxfam HK’s
• Facebook
• Twitter
• Flickr
Kong Arts
Development Council
(2009)
Achievement, China
Report (Zhongguo
Baodao) and Hongqi
Huakan (2009)
5

Situational Analysis
In recent years, the number of natural disasters in the region has seen an upward trend.
Furthermore, countries affected have reported experiencing some of their worst disasters in
decades or worst, in their history. These natural disasters are resulting in increased loss of life,
human suffering and economic losses. This regional trend is even more alarming as many of
the world’s poor reside in Asia, and the scale of disruption that natural disasters bring not only
aggravate poverty in the region, it also impedes any development activities aimed at
sustainability.
As an non-profit organization with a vision to eradicate poverty, there is an urgent need for a
PR campaign to raise awareness among more segments of the population, and to increase
donations.
Secondary Research
SWOT Analysis
Strengths Weaknesses
Strong global presence
Cause - eradicating poverty - is easily
understood
Rise in social consciousness in society
Located in an affluent country
Rise in monthly donations since 2008-2009
Expertise in campaign planning and
fundraising
Awareness among youths is low
Perception that Oxfam Hong Kong does little
for the local community
Poor online presence
Opportunities Threats
Improve awareness amongst youths
Economy on the mend
Possibility of increasing use of social media in
fundraising and awareness building efforts
Competitors are competing for the same
charity dollar
Increasingly poor air quality may affect
participation of Oxfam Trailwalker
Increasing number of natural disasters in the
world, particularly in Asia
Negative media publicity about training
programmes in China
6

Competitor Analysis
Brief Competitor Bio
Po Leung Kuk
Po Leung Kuk (PLK) was founded in 1978. In the year 2009-2010, the public donated
$160,624,415. The organization focuses on providing welfare, educational, recreational and
cultural services to the local community and has set up over 230 units to achieve this.
Tung Wah Group of Hospitals
Founded in 1870, the Tung Wah Group of Hospitals focuses on helping the Hong Kong
community. Its services include funneral services for elderly, medical and health services, and
education servics. The group also opened a social enterprise, iBakery. An opinion survey
conducted by the University of Hong Kong found Tung Wah to be the regarded as the ‘most
well-known and trust-worthy charitable organization’ in Hong Kong. Recently, the NGO even
obtained the ‘Hong Kong Outstanding Citizen Award’ - Gold Award.
The Community Chest of Hong Kong
The Community Chest of Hong Kong was founded in 1968 with a goal to help needy people
in Hong Kong. Its strength lies in a strong donation surplus of $ 188,976,235, despite not
being funded by the government and assuring a 100% allocation of donor funds to the Chest’s
beneficiaries. The Chest’s main fund allocation for the year went to rehabilitation services,
family and child welfare and community development projects.
7

Financial Report
Key insights:
• Monthly donations increased from $123 million in 2008 to $129 million in 2009, with
Hong Kong community contributing to 93.1% of Oxfam’s income
• Programme expenditure 08-09 was $191.6 million
• Recorded deficit of $5.5 million, but financial sustainability is maintained with $309
million of accumulated reserves
Primary Research
Hypothesis
Our team had two hypothesis about Oxfam HK.
1) That Oxfam HK’s reputation and message had not sufficiently penetrated the
younger segments of the local population.
2) Due to Oxfam HK’s frequent work in Mainland China, many people were
unaware of the organization’s contribution to reducing poverty on an international
and local level.
Methodology
In order to get a measurement of how much the younger segments of the local population
knew about Oxfam HK and their attitudes toward the organization, we conducted a self-
administered online survey. This survey method was chosen because it was efficient, cost-free
and suited our target audience well, as they spend a large amount of time online. While the
reliability of the results are weak due to a small sample size of 60, it nonetheless gives us a
clearer picture about our hypothesis.
8

Key Findings
Awareness of Oxfam Hong Kong is low
among youths as only 48% indicated that
they have heard of Oxfam HK.
Participants highlighted that they did not
donate because:
a) They did not know how to donate
b) They did not know what Oxfam HK did
c) They perceived that Oxfam HK did not
help the local community
9
56%
44%
YES
NO
HAVE YOU
DONATED TO
OXFAM HK
BEFORE?
52%
48%
YES
NO
ARE YOU AWARE
OF OXFAM HK?

Visibility to Public
81% of respondents learned about Oxfam HK through the television
Other mediums of publicity - internet, newspapers, posters and events - were similar in their
effectiveness at around 60%.
Activities by Oxfam HK
Among the respondents who had heard of Oxfam HK, most of them knew that the NGO
‘help[ed] people in need’. This qualitative result might be unreliable as most NGOs help
people in need, thus we are unable to determine the respondent’s extent of knowledge about
Oxfam HK.
Please refer to Appendix A for detailed survey results.
Conclusion on Findings
The findings reveal that a primary concern for Oxfam is its lack of awareness among the
younger segment of the population. Furthermore, those who did not donate often did not know
about Oxfam HK’s work. The results also indicated that Oxfam HK is not among the top three
choices when it comes to making a donation. These findings, together with the need to reverse
the deficit through increased donations, are reasons why we believe Oxfam HK needs to work
on a public relations blitz.
10
0
20
40
60
80
100
Where have you heard of Oxfam HK from?
TV
NEWSPAPER
INTERNET
POSTERS
FAMILY/FRIENDS
FUNDRAISING EVENTS
SCHOOL

Target Audience
Youths and young adults aged 18-25, likely to be studying in a tertiary institute, avid users of
social media, but are passive audience to issues like poverty and climate change. Based on our
survey, a large majority of them would not have donated to Oxfam HK, might not have heard
of the NGO, or would only have vague knowledge about the organization.
Working adults, usually earning at least HK$25,000 a month, keen interest in current affairs
and social issues. Many of them might have heard of Oxfam HK but maybe not have joined
any events due to lack of interest in activities, such as trail walking. They might be donating to
other NGOs currently.
Shoppers, families and tourists, these people would be out in the streets of Hong Kong
during the festive season, and would enjoy a visual PR stunt. This group has no particular
demographic but are instead linked by a common interest in hanging out at Causeway Bay.
Wealthy individuals, celebrities, philanthropists, Oxfam HK sponsors and businessmen
who are keen in giving back to society in a meaningful way. These groups might attend events
by Oxfam HK also because it allows them more media exposure to enhance their reputation
and at the same time network with individuals of similar stature.
Key Message
“With your contributions, Oxfam Hong Kong strives to make poverty history.”
We believe that as a non-profit organization, we only need to have one simple but powerful
key message that impacts and sticks. The message should give our target audiences a shared
goal to work towards. One that can be easily understood and passed on. We would be
conveying this message consistently in all our PR efforts.
11

Objectives
1. Increase total public/private donations by HK$4.5 million from the newly planned PR
activities
2. Increase awareness among target audience about the current situation of poverty
around the region that might be caused by various reasons, such as disasters, and state
of economy; and what Oxfam HK is currently doing to alleviate the problem, by
reaching an additional 50,000 key target audiences and increasing share of voice by
10%
3. Improve Oxfam HK’s image and reputation among publics and be ranked top 3 Hong
Kong NGOs in future opinion surveys
The overall goal of these objectives is to enable Oxfam HK to further increase the growth of
its number of projects in impoverished communities around the region.
Strategies
In order to achieve our objectives, our strategies are to increase public awareness, and
stimulate interest, desire, and action both online and offline.
Creating a PR stunt to increase publicity, public knowledge, and involvement
from shoppers, families and tourists
A PR stunt is important because many of our audiences are passive audiences. We need to
attract them in a creative and visually engaging way while at the same time conveying
knowledge and Oxfam HK’s message. People will be inclined to be involved as they can
publicly show their compassion through donations.
12

Holding a PR event to improve reputation through positive associations with
well-known for-proﬁt organizations
To help Oxfam HK get its name out to the publics, we recommend partnering with well-
known for-profit organizations that are seeking CSR opportunities to hold events that increase
awareness and motivate our target audiences to donate.
Securing important accounts/network with high status individuals to increase
private donations
For any non-profit organization, it would be naïve to be too dependent on public donations.
Hence, it is crucial for Oxfam HK to attract big donors who would offer big, and most
importantly, frequent donations. Securing and maintaining these key accounts are of utmost
importance.
Social Media Strategies
Increasing awareness and communicating the need for Oxfam HK's work
among target youth and young adult audiences through social media
Reinforcing recall about methods of donating and maintain mindshare among
target audiences through social media
Currently, around 3.5 million people in Hong Kong are active on Facebook; half of that are
users between 13 to 25 year old. We believe having a solid presence on Facebook will help
Oxfam HK gain a greater online presence, raise awareness and involvement from its
audiences.
13

Tactics
With clear objectives, and strategies to achieve them in mind, we will demonstrate how we
will employ a variety of tactics to carry out the strategies.
Oxfam on Facebook
The brief
Gather 7,000 fans on Facebook and increase web traffic by 100%
Target Audience
Youths and young adults
The Plan
Currently, Oxfam HK has many groups and pages that confuses our target audiences and
dilutes the company’s credibility. Having fans scattered at different places impedes the
organization’s ability to consolidate their supporters and communicate with them through a
single voice. Also, Facebook users often use the number of “likes” on the page as the gauge of
the organization’s credibility.
Oxfam Trailwalker fan page is presently the most successful with 1,900 fans. However it fails
to deliver Oxfam HK’s key messages and provides no information about the other ways for the
public to get involved.
We will be creating an official Oxfam HK Facebook page with customized tabs and an
attractive landing page. Since the Trail Walker is Oxfam HK’s flagship event, its page will be
kept but linked directly from the official page.
The official page will be a platform to educate the public about poverty and keep them
updated with the latest happenings such as projects or fundraising events. Visitors will be
welcomed with educational but engaging videos, photos, and fun facts. The page will be
media heavy and updated everyday.
14

Oxfam’s Xmas Wish
The brief
Set up an outdoor PR stunt in Causeway Bay - Times Square - to engage and educate the
target audience, motivate them to donate, and to gain wide reach media coverage among
traditional media channels and social networks.
Target Audience
All three target audience segments, in particular shoppers, families and tourists.
The Plan
Very often, donors do not get the chance to see how their donations are helping the needy. Our
idea is to have an installation that 1) represents visually how our target audiences’ giving can
make a difference, and 2) stimulates immediate action by them. The outdoor installation will
work like a traditional weighing scale placed just outside Times Square for three days in mid-
December. This is intentional to coincide with the festive season.
Please refer to Appendix B for concept reference.
On one end of the scale, there will be a huge translucent ‘present’ dangling above the reach of
the poor, and on the other end, there’s another weight bearing down on the shoulders of the
poor. Tokens can be bought for HK$50 or HK$500 each, and they are to be slotted into the
‘present’ box. The higher priced token will be heavier. The act of slotting in the token to lift
the weight off the shoulders of the poor, and dropping the ‘present’ into their arms, symbolizes
the difference every donor can make in reducing poverty. Shops and companies in the vicinity
are also encouraged to donate a percentage of their sales to help reach our target donation
amount.
To create a sense of anticipation, there will be a ticker to show the weight of the tokens in the
‘present’ box and how much more is needed to lift ‘poverty.’
15

Volunteers will be stationed around the installation to educate our target audiences about what
Oxfam HK does and why it is important. All our social media channels will be updated live
with photos, videos, and performance updates.
Besides the novelty of this stunt, we hope to generate even more hype and media attention by
having Oxfam HK celebrity ambassadors support our event. Radio stations, journalists,
reporters, bloggers and television crew will be invited to cover the PR event. With so much
expected media coverage and buzz, we will be asking for corporate sponsorships to fund the
costs of the entire installation.
‘Art with a Heart’ Competition
The brief
Cooperate with MTR Corporation to exhibit artworks by college or university students that
fall under a relevant theme, to create involvement and raise awareness.
Target Audience
Students and MTR commuters
The Plan
Everyday, almost 4.5 million commuters enter into Hong Kong’s MTR system. During their
journey, commuters are faced with an onslaught of advertisements seeking their attention, so
much so that rarely, does anyone take the effort to notice them. However, we think that if
commuters are faced with art, instead of advertising messages, they will pay attention.
Please refer to Appendix B for concept reference.
Therefore, the idea is to co-organize an art competition with MTR Corporation, to let students
submit 2D artworks of photography, illustration, or paintings, that are relevant to Oxfam HK’s
work. This could range from climate change, fair trade, community develop or disaster relief.
16

Several winning entries will be selected and exhibited within the MTR stations for all of Hong
Kong to appreciate. Because of the visual appeal and social message behind the artworks, the
media is likely to want to publicize it. Through art, Oxfam HK will be able to involve students
and raise awareness about its efforts, in a visually appealing way.
‘Say NO to Poverty’ Carnival
The brief
Hold Oxfam HK's 'Say NO to Poverty' Carnival with press coverage in October.
Target Audience
Working adults and their families
The Plan
To be co-organised with an Oxfam HK partner or corporate supporter such as Unilever, this
carnival will feature guest speakers on the fight against poverty, the latest on sustainable
development efforts in impoverished communities, and exhibitions showcasing Oxfam HK’s
work in the region. For the kids, there will be educational games and hands-on activities to
enrich their knowledge of issues such as climate change and poverty.
Oxfam HK Charity Dinner
The brief
Hold a charity dinner with celebrities, important philanthropists, businessmen, etc to attract
media attention and raise money while advocating our message.
Target Audience
Wealthy individuals, celebrities, philanthropists, Oxfam sponsors and businessmen
The Plan
As a culmination to our efforts and to thank our sponsors and supports, we plan to hold a
charity dinner to raise funds for Oxfam HK. The charity dinner will be held at the Hong Kong
Convention and Exhibition Centre and aims to sell 200 seats, raising HK$600,000. During the
17

event, Oxfam HK will be able to inform our supporters on the progress of our projects and our
achievements. Getting these influential people to be aware of Oxfam HK’s work can have the
effect of gaining more awareness among the general public.
The Big Picture
OBJECTIVES Raise Funds Increase Awareness Improve Image
STRATEGIES
PR Stunt
Co-organise events
Secure network of
people
Social Media
PR Stunt
Co-organise events
Social Media
PR Stunt
Co-organise events
Secure network of
people
TACTICS
Oxfam’s Xmas Wish
Charity Dinner
Oxfam on Facebook
Art Competition
Oxfam’s Xmas Wish
Oxfam on Facebook
‘Say No to Poverty’
Oxfam’s Xmas Wish
Charity Dinner
‘Say No to Poverty’
Media Plan
To increase awareness about the issue of poverty and the work and events of
Oxfam HK, we will focus on pitching to newspapers with high circulation, and will
choose to be reported in the features, local news or social issues sections. Also, we
will be targeting media (TV news channels, magazines, online) that reach to our
target audiences, which include youths, young adults, white collar working adults,
and the upper working class. With adoption of social media on the rise, and being
prevalent amongst the younger generations and professionals, we are also focusing
on encouraging target audiences to generate online content about us.
Please refer to Appendix C for our media key targets.
18

Timeline
Our events are planned around the year as follows:
• “Art with a Heart” Competition - Mid Jan - End Jun
• Oxfam’s Xmas Wish - Mid Nov - End Dec
• “Say NO to Poverty” Carnival - Mar - Apr
• Charity Dinner - Nov - Dec
• Facebook, Twitter, Blogging - Throughout the year
Please refer to Appendix D for the Campaign Timeline
Budget
Based on the public relations activity breakdown, our budget is estimated at HK$348,000,
with the bulk of the budget originating from our PR stunt and charity dinner. By seeking out
partners and sponsorships, we will be able to reduce our expenditure significantly.
Please refer to Appendix E for detailed campaign costing.
Estimates of costs were based on online secondary research, experience and logical
estimation.
19
19%
10%
49%
17%
6%
Breakdown
of
PR Budget
Art Competition
PR Stunt
Charity Dinner
Social Media
Carnival

Expected Donations
The PR campaign is expected to 1) increase donations 2) raise awareness 3) improve
reputation. While tactics that build on awareness and reputation may not raise donations much
in the beginning, its effect will help fund raising in other tactics. Using social media heavily
will encourage support and keep us in our target audience’s minds. It is thus one of the chief
ways to collect donations, especially when natural disaster occurs unexpectedly. With this in
mind, the breakdown of donation sources is expected to look like this:
We predict that we will be able to achieve our objective of raising HK$4,680,000, whereby
every HK$1 dollar spent raises HK$13 for the poor.
Please refer to Appendix F for projected donations.
20
1%
43%
45%
11%
1%
Expected
Donation
HK$4,680,000
Art Competition
PR Stunt
Charity Dinner
Social Media
Carnival

Campaign Evaluation
BasicBasicBasic
Measurement Target Method
Media Impressions 1,000,000
Print clippings, TV features, online
mentions
Place, time, tone of
every media
coverage
50 positive media coverage
from targets in media plan
Content analysis, systematic tracking
Share of Voice
5% increase from previous
year
Industry statistics
Facebook Page
“likes”
7,000 increase Number of “likes”
Website Traffic 100% increase Website analytics
IntermediateIntermediateIntermediate
Awareness of Oxfam 30% increase from pre survey Pre & post opinion survey
Awareness of
Oxfam’s work
30% increase from pre survey Pre & post opinion survey
AdvancedAdvancedAdvanced
Donations
HK$4.5 million from newly
planned PR efforts
Donations from Oxfam X’mas Wish,
Carnival, Annual Dinner, painting
competition, and website donations that
were directed from Twitter/Facebook/
Blogs
People who would
choose Oxfam HK
to donate to
20% increase from pre survey Pre & post opinion survey
21

References
Oxfam. (2010). Annual Report 2009/10 Retrieved 15 Oct 2009,
from http://www.oxfam.org.hk/en/annualreport.aspx
Oxfam Hong Kong. Retrieved 15 Oct 2009,
from http://www.oxfam.org.hk/
Suzuki. (2010). Hong Kong Monthly Digest of Statistics.
Retrieved Nov 18, 2009, from www.statistics.gov.hk
Wikipedia (n.d.). Newspapers in Hong Kong
Retrieved Nov 18, 2009, from http://en.wikipedia.org/wiki/Newspapers_in_Hong_Kong
22

Appendix
A: Survey Results
23

B: Concept References for:
Exhibiting ‘Art with a Heart’ Competition in MTR
24

Oxfam’s X’Mas Wish
25

C: Media Plan Key Targets
NewspapersNewspapersNewspapersNewspapers
Publication Circulation Brief DescriptionBrief Description
Oriental Daily 1762000 Focuses on soft news
and targets more
mature readers
Top 3 most popular
newspapers in Hong
Kong. But also have
the lowest average
public credibility
scores amongst all
newspapers (6.12,
5.51, 5.42
respectively)
Apple Daily 1633000 Known to focus on
celebrities, daring and
sensational news style,
and politics
Top 3 most popular
newspapers in Hong
Kong. But also have
the lowest average
public credibility
scores amongst all
newspapers (6.12,
5.51, 5.42
respectively)
The Sun 537000 Most of its readers are
youngsters and
bourgeois.
Top 3 most popular
newspapers in Hong
Kong. But also have
the lowest average
public credibility
scores amongst all
newspapers (6.12,
5.51, 5.42
respectively)
Ming Bao 447000 Take a more serious
news style, targeting
students, middle class
professionals
One of the most
credible newspapers
in Hong Kong (7.24,
6.84)
Sing Tao 339000
Take a more serious
news style, targeting
students, middle class
professionals
One of the most
credible newspapers
in Hong Kong (7.24,
6.84)
am730 623000 Targets youths who
just started working.
Pledge accurate and
simple news.
Free
Headline Daily 1093000 Targets busy, on the go
working adults
Free
Metropolis Daily 616000
Targets busy, on the go
working adults
Free
Nielson Data 2008 and "Public evaluation of media credibility" research conducted by the Center
for Communication Research within the School of Journalism and Communication at the Chinese
University of Hong Kong in 2006
26

MagazinesMagazinesMagazines
Publication Circulation Brief Description
Next Magazine 160000 One of the most popular
magazines in Hong Kong.
Targets middle classes
East Week 150000 Content driven and focuses
on accurate report of news
HK Magazine 100000 Target audiences are
graduates, and working
population that earns more
than HK$30,000 per month.
Features about social issues
AC Nielson RARD Report
Television News ChannelsTelevision News ChannelsTelevision News Channels
Company Reach Brief Description
ATV 6,800,000 people Target mass audience,
including middle class
TVB 2,300,000 households
Target mass audience,
including middle class
TVB, ATV Websites
27

OnlineOnlineOnline
Platform Reach Brief Description
Blogs 4,800,000 internet users Bloggers are influential, and
thought leaders. Their readers
are mostly from the younger
generations, intellectuals and
professionals. We will build
blogger relations via emails
and event invitations, and get
them to promote Oxfam HK
on their blogs.
User generated content on
Facebook, YouTube, Twitter
etc.
4,800,000 internet users
The social issue advocates,
online media savvy people
who would produce videos
about, tweet, like and share
Oxfam HK’s messages.
Audiences are people in their
social circles and networks.
Internet World Stats
D: Timeline
28

E: Budget
Art Competition
Publicity
Set up
Media Space
PR Stunt
Set Up
Volunteer allowance
Venue Lease
Exhibition
Equipment Rental
Charity Dinner
Food
Venue
Publicity
Activities
Social Media
Facebook
Website
Blogs
Twitter
Carnival
Set Up
Volunteer allowance
Venue Lease (shared)
Equipment
Publicity
Exhibition
BUDGETBUDGETBUDGET
HK$10,000
HK$10,000
SPONSORED
Subtotal HK$20,000
HK$50,000
HK$10,000
SPONSORED
HK$2,000
SPONSORED
Subtotal HK$62,000
HK$75,000
HK$50,000
HK$40,000
HK$10,000
Subtotal HK$175,000
HK$25,000
HK$10,000
FREE
FREE
Subtotal HK$35,000
HK$25,000
HK$3,000
HK$15,000
HK$15,000
HK$10,000
REUSE
Subtotal HK$68,000
Total HK$360,000
29

F: Expected Donations
Art Competition
Participants
Commuters
PR Stunt
Accomplished goal of lifting
weight
Charity Dinner
Sale of all seats
Private Donations
Social Media
Public Donations (1 year)
Carnival
Donations from participants
Expected Donations From PR
Activities
Activities
Activities
HK$0
HK$50,000
Subtotal HK$50,000
HK$500,000
Subtotal HK$500,000
HK$600,000
HK$1,500,000
Subtotal HK$2,100,000
HK$2,000,000
Subtotal HK$2,000,000
HK$30,000
Subtotal HK$30,000
Total HK$4,680,000
30

Oxfam hk pr project report

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