RFI Asia offers marketing support to #BridgeTheGapHK campaign

Hong Kong's NGOs are facing financial difficulties due to the COVID-19 pandemic. To help these organisations survive, #BridgeTheGapHK has launched a campaign to raise funds to support them. The initiative is supported by Ruder Finn's branding and digital arm RFI Asia.

Initiated by The Chen Yet-Sen Family Foundation (CYSFF), #BridgeTheGapHK aims to support embattled local NGOs. In April, 176 NGOs signed an open letter calling for further support from the community in these difficult times.

The campaign is asking Hong Kong residents who can afford it to donate all or part of their HK$10,000 government relief payout to NGOs in dire need of funding. In addition, the campaign also encourages private foundations and corporate donors to match all public donations received by their current or past grantees during this period.

Although charities play a vital role in supporting underprivileged communities, they are facing difficulties because of the increased demand for their services, coupled with dramatic funding shortfalls caused by the cancellation of fundraising events and decreased donations from the public. Apart from CYSFF, local foundations such as Asian Charity Services and the Hong Kong Community Recovery Fund have also joined the #BridgeTheGapHK campaign to support NGOs.

Responsible for marketing support, RFI also offers campaign consultation and planning, communications content and messaging, as well as website and social media support. The website is the content hub for the entire campaign.

"It is an honour to support the numerous NGOs that are selflessly helping Hong Kong through these tough times. They are the real heroes who deserve all the assistance that the public can provide. We urge everyone to join the campaign and donate generously," said David Ko, managing director of RFI Asia.

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