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FWD launches online challenge to support Hong Chi Association, explains CSR strategies under the new normal

FWD launches online challenge to support Hong Chi Association, explains CSR strategies under the new normal

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FWD and Hong Chi Association have co-launched a social media campaign, celebrating the sponsorship from the insurance campaign and raising awareness to help people with autism and intellectual disabilities.chiu fung fwd campaign

The “FWD X Hong Chi #DishesMakeWishes ASMR Campaign" concluded on 19 May was based on the HK$2.8 million sponsorship from FWD to Hong Chi Association, which saw the set up of a dishwashing training centre in Tai Po. In the campaign, FWD invited Cantopop group C AllStar (pictured right) to be the first participant and uploaded videos showcasing them making sounds from kitchenware. The campaign leveraged the autonomous sensory meridian response (ASMR) experience to raise the public’s awareness of mental health issues in Hong Kong.

The centre is an extension of the FWD and Hong Chi Association's “Live Up Today” programme established in 2014, aimed at helping people with autism and intellectual disabilities to develop their potential and advocates social integration. The training centre also assists them in better adapting to the job market, equips them with abilities and proves that people with intellectual disabilities are contributing members of society.
paul tse portrait photo1
"With the popularity of ASMR videos, and certain sounds can help people calm their mind, relieve stress and feel more relaxed, we overcame the challenge to correct a public misconception that a full set of professional equipment was required for making an ASMR recording and made public participation easier," commented Paul Tse (pictured left), chief marketing officer of FWD Greater China.

Speaking of FWD's corporate social responsibility (CSR) initiatives, he further told MARKETING-INTERACTIVE that the company is moving away from traditional community investment. Instead, it creates job opportunities and training for community investment partners to empower and upskill the beneficiaries of the partners to live life to the fullest, raises public awareness about mental health issues and inspires support for all disadvantaged groups in the society to promote engagement and inclusion in the community.hong chi dishwashing 2"Ultimately, we strive to enhance financial sustainability and create a sense of security for the future for people, and contribute to the sustainable growth of the economy, environment, and the community," Tse commented.

Apart from supporting Hong Chi Association, FWD continues to collaborate with Special Olympics Hong Kong amid the pandemic, enabling members to acquire new skills and career opportunities as well as promoting social inclusion. For example, the “Virtual Room Escape” challenge saw SOHK athletes and FWD staff team up to escape from a virtual room. The Online Interactive Sharing series invited FWD management to share their views on various topics with SOHK athletes to enrich their knowledge and skills too.

hong chi together we serve"In the fast-paced city of Hong Kong, poor mental health remains a key issue to most people and FWD wants to take this opportunity to encourage the public to leverage the magic of daily life sounds and inspire others with love and care. I am proud of how the team has creatively combined taking care of mental health with ASMR as the latter is proven to help relieve stress and anxiety," Tse added. 

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