World Vision HK amplifies the silent cry of hunger through creative campaign
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World Vision Hong Kong (香港宣明會) and creative agency BYFA Consultancy have joined hands to launch “Let The Hunger Be Heard” to amplify the silent cry of hunger.
This comes as the two parties realised the hungry issue is not heard enough. "In today's world, it's disheartening to realise that there are still children, whether globally or right here in Hong Kong, who don't have enough to eat, leading to malnutrition," said Stephen Chung, director of BYFA Consultancy.
In a bold and creative move, the campaign features two music videos that leveraged stomach grumbles as the foundation for the songs. Two local rappers HEYO and TRIPLE G were invited to craft lyrics and arrange music, remixing these grumbles into a unique blend of sound. The campaign is available until October.
Done in collaboration with production company Sunfullshine Productions and PR agency Vane Communications, the first music video (同理體) has released on YouTube on 7 August, which lasts around two minutes, saw HEYO using rap to express the global hunger situation. The second music video, "HUNGER" by TRIPLE G, will be released on 10 August. It addresses the issue of malnutrition among local children. The two songs are presented each with a distinct style, yet both powerfully addressing childhood hunger.
To further promote the campaign, the music videos will be uploaded to Facebook, Instagram, YouTube and music streaming platform such as Spotify. Furthermore, two versions of SOUNDWAVE T-shirts have also been released. Each T-shirt features a unique soundwave QR code, and consumers will be directed to one of the music videos upon scanning it. The T-shirts will be available in local shops such as Tsim Sha Tsui, Kowloon Tong and Sha Tin.
Commenting on the campaign, Heyo said: "If we have empathy and are willing to help each other, it will definitely affect the other side of the global village. We live in the same era, why one side is rich and the other is poor? All things are interlinked and affect each other, such as climate issues, if one side does not stop using energy, the other side has no chance to use energy."
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