MARKETING CAMPAIGN

HKIF: their brand is empowerment

The Hong Kong Innovation Foundation (HKIF) is a non-profit initiative dedicated to teaching computing skills to underprivileged children. They often lack access to computers and high speed internet. But, more crucially, they grow up with a lot of negative family pressure – folks like us don’t go far in life

Communications Planning Workshop
Pre-launch Online & Offline
Launch Online & Offline
Handbook, Tour & Exhibition

Learning starts with questioning

Hong Kong classrooms are intimidating places. Teachers place heavy emphasis on rote memorisation and technical virtuosity, and allow little room for laterally thinking and exploration.

HKIF encourages children to question everything, inspires them to think originally, and emboldens them to be their true selves.

Learning starts with questioning

Hong Kong classrooms are intimidating places. Teachers place heavy emphasis on rote memorisation and technical virtuosity, and allow little room for laterally thinking and exploration.

HKIF encourages children to question everything, inspires them to think originally, and emboldens them to be their true selves.

Insights

The new generation of young teenagers, loosely dubbed Gen Alpha, are born with the mobile internet literally at their fingertips. They are hyper-competent at cross-referencing multiple, conflicting sources of information. Without hyperbole, they believe any problem can be solved, if you know where to look.

Natural born self-learners: They are more comfortable absorbing knowledge online than in traditional institutions of learning
Unquenchable thirst: They are used to technology fulfilling their desires from an early age, and they expect knowledge to be instantly accessible
Nothing but the truth: They are well versed in disinformation and truthiness, and are confident in their ability to get to the truth

Strategy & Solution

Kids are not scared to experiment, if they are encouraged to see possibilities, to seek their own path. Unlike their parents, kids already know they can Google anything they don’t know, and they can learn any skill from Youtube. Empower kids with the gumption to always ask, What If?

What if I could do it differently? What if could rewrite the rules? What if I could change my world?

The future is written in code.

A doctor will need to analyze biometrics. An electrician will need to fix smart homes. A designer will need to customise wearables.

The mission of HKIF is to make this future accessible to underprivileged children.

Meet The Kids.

We casted current students from the HKIF program. These kids grew up in tenement housing with working class parents who’ve accepted their “blue” ceiling.

It was really enjoyable to work with these kids. By spending a day at school with them, we were able to get a good glimpse into their world. They don’t worry about the traditional gatekeepers of the old world. They see real opportunities in the virtual world, as influencers, content creators, gamers etc.

Every brand needs a narrative

Great branding content comes from great brand truths. We always kick off with a narrative workshop to align stakeholders’ insights into the brand and the users.

The What If Manifesto

At HKIF, I don’t have to be good at math. I don’t have to memorise a textbook. Or to pass an exam either. Because how I do at school is not a biggie

Here, I get to do silly, crazy and really weird things. Like build games that no one knows how to play. Or robots that do things that robots shouldn’t do. Here, I get to discover new things just for fun

Because when I’m at HKIF, I’m not in a computer class. I’m in a class of computing. On the other side of this screen is a world where I get to learn how to compute: to question instead of answer. I get to figure things out myself: to Google before teacher

There are never any questions too silly, crazy or weird to ask. At HKIF, our journey begins by asking What If