Open Up

In Hong Kong, many young people are under intense pressure in their daily lives. Either because of the pressure to achieve in their studies, or from family disengagement or other issues such as bullying. Sometimes this can lead to them taking drastic measures to find a way out. Open Up is a new initiative by Caritas, BGCA, HKFYG & HKU CSRP, which offers young people help via the Open Up website and social media platforms, where they can go to seek comfort, understanding and guidance. Our campaign was delivered in two phases: Phase 1 – ‘Words can harm’ was designed to create awareness of the psychological damage that being too harsh on young people can do. Phase 2 – ‘I live inside myself’ was talking to young people themselves, creating empathy (we know how you feel) and inviting them to open up about their feelings and seek help.The project was supported by The Hong Kong Jockey Club Charities Trust. Digital deliverables: 360 degree campaign including online videos, social posts, identifying and engaging influencers, CRM

In Hong Kong, many young people are under intense pressure in their daily lives. Either because of the pressure to achieve in their studies, or from family disengagement or other issues such as bullying. Sometimes this can lead to them taking drastic measures to find a way out. Open Up is a new initiative by Caritas, BGCA, HKFYG & HKU CSRP, which offers young people help via the Open Up website and social media platforms, where they can go to seek comfort, understanding and guidance. Our campaign was delivered in two phases: Phase 1 – ‘Words can harm’ was designed to create awareness of the psychological damage that being too harsh on young people can do. Phase 2 – ‘I live inside myself’ was talking to young people themselves, creating empathy (we know how you feel) and inviting them to open up about their feelings and seek help.The project was supported by The Hong Kong Jockey Club Charities Trust.