Showcasing the Transformational Work of Hong Kong’s Leading Charity

HKJC Charities Trust is the charity arm of the Hong Kong Jockey Club. Over the last decade, the Trust has invested an average of HKD 3.7 billion annually to support third-party initiatives to tackle important community and social needs in Hong Kong. To cope with expanding work, the Trust was seeking a long-term contracted partner to help showcase some of its most impactful, multi-years, multi-million dollars projects. Straight won the tender and was awarded a two-year contract for our strong NGO portfolio and extensive experience working with HKJC.

The goal was to strategize and produce up to six 20-pages case studies on a range of long-term charity projects over two years, with the objective to create accessible, engaging and easy-to-understand cases to reach a wider audience. These include a five-year project aimed at transforming how Chinese is taught to young members of ethnic minorities, a three-year initiative to make Hong Kong an age-friendly city and a seven-year programme that focused on providing in-school life-skills education for local teenagers.

Working with numerous actors from across the Trust and conducting interview with project stakeholders such as leading academics, NGO partners, beneficiaries and their families, we developed cases that integrated HKJC’s main messages with the important human impact these projects delivered. Beyond jettisoning jargons to deploy a more concise, human and authentic brand language for the Trust, we embraced storytelling as a core pillar of content architecture and immersed visitors into the stories of real kids, parents, social workers and children. With our quick understanding of the issues at hand and a deep empathy for charitable work, we were able weave a compelling narrative through a more focused, easily to follow framework.