Mission

We are a Hong Kong-based non-profit organisation set up to promote family planning, biodiversity conservation, and environmentally responsible lifestyles in the Asia-Pacific region using the power of story-telling and the mass media.

Category

Environment

Additional Information

We are a Hong Kong-based non-profit organisation set up to promote family planning, biodiversity conservation, and environmentally responsible lifestyles in the Asia-Pacific region using the power of story-telling and the mass media. We produce innovative cross-platform entertainment with benefit: television, internet, and radio serial dramas as well as social marketing campaigns on social media that catalyse positive behaviour change related to our mission. These programmes, which are based on social learning theories and the Sabido Method, have been used by NGOs to produce outstanding and well-documented outcomes in promoting the adoption of family planning, conservation and other positive health and social behaviours across large populations in over 50 countries. Our exciting new multi-media formats transform how traditional media such as TV and radio engage audiences. By creating immersive and interactive experiences, our approach has great appeal for both audience members and advertisers alike. Instead of relying on donations to support the production of these dramas and campaigns as is currently done by NGOs, we are looking to unlock the market potential of the mass audiences that the dramas/campaigns are expected to attract and generate revenue from them which can then be used to fund new programmes (or new seasons of any successful series). By adopting a more social entrepreneurial approach, we ensure that this kind of entertainment with benefit has the chance to be relatively self-sustaining in the longer term, and once a sufficient number of successful programmes has been built up, new entertainment series can be created to address pertinent issues without having to secure large amounts of additional grant funding.