How HK government turns anti-drug campaign into a pop culture sensation

Hong Kong’s latest anti-drug publicity campaign, featuring pop icon Aaron Kwok, has ignited a phenomenal wave of creativity across the city.

Titled "Listen to me: Let's stand firm. Knock drugs out!" (聽我講：一齊企硬 唔take嘢), the campaign pairs a rhythmic, down-to-earth Cantonese slogan with an infectious dance routine choreographed by Kwok himself.

By cleverly fusing elements of his classic hits with the viral global sensation "Baby Shark," the choreography shatters traditional public service announcement frameworks—transforming a standard anti-drug message into a highly participatory pop culture movement.

Since its debut, social media platforms have been flooded with user-generated content. Hongkongers are reimagining the campaign slogan and signature dance gestures as a form of gratitude, an internet meme, and a new common language among friends.

To celebrate this massive community engagement and honour local creative talent, the Narcotics Division recently hosted the star-studded "Listen to me: Creative awards ceremony". The event featured Kwok alongside secretary for security, Chris Tang, to present six social media awards.

The high-profile ceremony drew immense star power, with appearances by screen icon Charlie Young and elite badminton duo Tse Ying Suet and Tang Chun Man. In a futuristic twist, legendary art director and 19-time HKFA winner William Chang appeared via an AI avatar to announce the winner of the "Listen to Me: Unexpected Creativity Award."

Meanwhile, the highly anticipated "Listen to Me: Strongest Market Impact Award" went to superstars Eason Chan and Stephen Fung. During the recent Hong Kong Film Awards, the duo spontaneously flashed the campaign’s signature hand gesture and adapted the slogan to: "Listen to me: Let's stand firm. Support Hong Kong films."

The brilliant ad-lib electrified the audience, creating one of the most memorable highlights of the night. The moment has since gone viral, garnering over 1.1 million views and 8,900 likes on Facebook, with fans widely praising their creativity, a check by MARKETING-INTERACTIVE saw.

Looking ahead, the Narcotics Division is breaking new ground by expanding its preventive education to kindergartens for the first time. As a dedicated father, Kwok personally designed BOBO, a new toddler-friendly mascot created to make healthy values engaging for young children.

BOBO features heart-shaped eyebrows that symbolize a guardian angel. The "AK" insignia on its palm represents Kwok's initials—styled to look like a playful children's handprint stamp—while its "Team AK" outfit marks the character as a little ambassador sent by the star.

Alongside existing anti-drug ambassadors "Agent Don't" and "Agent Hope," BOBO will tour kindergartens citywide. The team will teach foundational anti-drug awareness through simple dances, interactive games, and tailored activities to foster resilience at an early age.

Kwok, who took on the mantle of anti-drug campaign ambassador last year, has continuously championed the vital message: "Etomidate: Don't Try It Even Once." Emphasizing the critical importance of early education, Kwok shared, "Creating the cartoon ambassador BOBO reflects my core belief that anti-drug efforts must begin in early childhood to truly safeguard the next generation."

This article is done in collaboration with IPS.