HKJC's new campaign looks to reboot Hong Kong's ‘can do’ spirit

The Hong Kong Jockey Club has launched a programme “Striding On” and its key activity “21-day challenge”. The programme looks to encourage people of all ages and backgrounds to take on new challenges and to embrace new perspectives as the first step to self-improvement.

To be rolled out in two stages, the first phase of the “Striding On” programme is themed around sports and healthy living and is led by three well-known athletes, including the first female world champion cyclist from Hong Kong, Sarah Lee, world-class boxer Rex Tso, and champion jockey Joao Moreira.

All of them had faced many ups and downs in their careers, but have come out stronger and better through dedication and determination. In phase two, a number of local artists will jump on the bandwagon to encourage people to take their first step towards self-improvement.

The campaign is supported with a serial of videos created by Uth Creative, for Sarah Lee's video, it used projection on her to help to express her feelings and memories during ups and downs. Combining real and conceptual images, it demonstrates how the ambassador tackles the setbacks and difficulties and takes every opportunity to turn challenges into success.

Desmond So, CEO of Uth Creative Group: “We feel so honour to be part of this meaningful campaign. We have allocated tremendous resource to work on this project since our victory of this tender project last year.”

Chief Executive Officer of the Hong Kong Jockey Club Winfried Engelbrecht-Bresges said that the programme was inspired by a famous Chinese saying, “A journey of a thousand miles begins with a single step”.

He also reflected on Hong Kong’s positive “can do” spirit, and how its citizens always looked for new challenges. “That’s why we are launching our ‘Striding on’ programme today to provide new challenges which will help participants to reboot their ‘can do’ spirit,” he concluded.

“21-Day Challenge” is an online initiative which will run until the end of December. In phase one, the three sporting icons will, as “mentors”, be encouraging participants through all online coaching lessons and tasks under three areas of challenges, namely building up leg muscles, working-out at home, and healthy eating.