Project Background
Hyphen Media supported the Department of Health's “Shall We Talk” initiative with a large-scale O2O campaign designed to increase awareness of mental health and encourage positive public engagement.
The Challenge
The campaign needed to reach a broad Hong Kong audience and create city-wide visibility while operating within a controlled public-sector media budget.
Our Strategy
We developed a 360° media approach combining high-impact tram and bus placements with targeted digital and social activity. Celebrity and KOL participation extended the campaign beyond paid media and helped increase cultural relevance.
The Impact
- Public Reach: Built broad visibility across physical and digital touchpoints.
- Web Engagement: Campaign exposure directed audiences toward the mental-health information platform.
- Cultural Resonance: Celebrity participation helped strengthen organic reach and public awareness.