There is about 5% non-Chinese ethnic citizen in Hong Kong. Generally they are considered as EM (Ethnic minority). They are mainly including Pakistani, Nepali, Indian, Southeast Asian, Pan-African and Caucasian. The lower class ethnic minorities cannot adapt to the society and being discriminated by the majorities. This project aims to promote ethnic equality through branding strategy.
Brand Philosophy
- One people, multi-races!
- One people, multi-races!
Brand Vision
- To achieve racial equality
- To achieve racial equality
Brand Mission
- To help understanding ethnic minorities and Chinese each other
Core Value
- Respect each other
- Accept diversity
- Active
Brand Position
- One of a community to promote racial equality
- Tone of Voice
- Harmony
- Active
Target Audience
- All ethnic minorities in HK (especially below 40)
- The rest of the Hong Kong people
Stage 1
- Introduce Divercity to the target audience and the people who have the same idea.
- Enhance the understanding of Hong Kong people about ethnic minority.
Goal:
Gather certain amount of people who are loyal to Divercity in order to support its future development.
‘diverse - city’
The EMs Story (Posters and Videos)
Video Advertising
Promotional Sticker - Placing nearby the area where the EMs live.
De-Stereotype! (School Based Activity)
Stage 2
- The tagline will been changed to ‘speaks up’.
- Speak up to public and fight for changing of policies which bias toward ethnic minority.
- Still enhance the understanding of Hong Kong people about ethnic minority.
