A Drop of Life's first integrated campaign amplifies 'ripple of change' with Stephy Tang and KOLs

A Drop of Life (ADOL), a local charity organisation committed to improving the quality of life for those with limited access to clean water, has partnered with Frengers Communications to launch its first-ever integrated campaign to celebrate its 25th anniversary and commemorate the brand's milestone.

Centred around the slogan "Ripple of Change”, the campaign represents the ripple effect of ADOL's contribution and aims to spread outwards to inspire the public to take action and make a difference together. The campaign launched in mid of March and will run until mid of May across Hong Kong. 

To stand out from the standard NGO video content, the campaign has partnered with its ambassador Stephy Tang and KOLs including 東方昇, Santis Chan and Gordon Lau to initiate a charity visit to Cambodia, engaging KOLs with an authentic experience. The KOLs were able to witness the on-ground situation in Cambodia, experiencing the improved conditions resulting from the contribution of ADOL. Although the official video has not yet launched, the experiential approach has successfully triggered Tang and the KOLs to share on-trip content, creating much anticipation as pre-buzz.

The initiative extended to branded content featuring Tang in a senior role coaching the KOLs on constructing various water facilities in Cambodia, in a variety show format. The objective is to stir the audience’s empathy towards the situation in Cambodia in an engaging way.

In terms of mediums of promotion, the campaign launched with citywide outdoor ads, including MTR stations and digital screens in commercial buildings. In addition to the online channels, the videos will be broadcasted on ViuTV channel on 17 April.  Furthermore, the KOLs have also launched vlogs documenting their journey to Cambodia, so as to engage their fans with different forms of content.

Meanwhile, the anniversary campaign also comprises an activation programme named "Shop for Water." Public can buy special Blue colored items from partnered brands including Pocari, Oatly, Lane-Eight, NOC, Aveda, among others, and a portion of the purchase price will be donated to ADOL. Additionally, ADOL will host an interactive pop-up exhibition in Times Square on 20 April. This exhibition will showcase ADOL's contributions and offer the audience a chance to experience the daily reality of carrying water.

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"Despite ADOL's active contributions to those in need for over 25 years, the brand still faces the challenge of a lack of awareness. This involves not only knowing our brand but also creating empathy for the cause we are supporting. That's why we sat down with Stephy Tang and the agency to come up with an integrated plan, not just to create awareness but to engage the mass public through various content, to create the ripple effect," said Mandy Wong, senior marketing and communications manager of A Drop of Life.

"Frengers has been working with ADOL for over 6 years, and we are always moved by the energy and positivity of the organization. So when planning for the campaign, we aim not just to tell people what ADOL has done in the past 25 years but also the way you can create a positive impact for others for the next. To achieve this, we planned a full-funnel content strategy involving traditional advertising, real-time on-trip social feeds, long-format vlogs, fun variety show, across online, offline, and different social platforms to bring out the whole idea and story,” said Joe Ng, creative partner of Frengers Communications.

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