Save the Children HK wants parents to notice what children aren’t saying

As the new school year begins, mon-profit organisation Save the Children Hong Kong is asking parents and caregivers to look beyond the obvious signs of distress, with a campaign encouraging adults to notice when children may be struggling but unable to put their feelings into words.

Called "Every moment matters", the public awareness campaign centres on the line "Before the moment is gone, start with a knock", using a simple knock on a child's door as a metaphor for giving them space, showing respect and opening the door to conversation.

The campaign reminds the public that emotional distress has no single, fixed appearance, and that children may not always put their struggles into words. A subdued response, avoidance of eye contact, or a closed door may indicate pressure and distress a child has yet to learn how to express.

Rather than focusing only on whether children are keeping up with schoolwork, Save the Children Hong Kong is encouraging adults to pay attention to how children are adjusting to new teachers, classmates, environments and routines as they return to school.

The campaign brings together children's mental wellness ambassador Snow Suen, celebrities 6 Wing, Tracy Chu and Karen Cheng, and a group of child stars for a series of back-to-school cheer-up videos.

In these videos, the celebrity parents share their own experiences of helping their children prepare for new environments, with an emphasis on giving them time to adjust and creating a sense of security.

When Suen's younger child started kindergarten, for example, she explained beforehand that there would be teachers and classmates at school and reassured him that she would pick him up at the end of the day. Chu similarly took her son to the area around his new school before term began so he could become familiar with the environment.

For 6 Wing, practical preparations such as ordering textbooks and completing summer homework are important, but helping children approach a new environment with a positive mindset matters just as much.

Alongside the celebrity content, Save the Children Hong Kong is rolling out public education materials and support resources through the campaign website, including expert insights, educational videos and the thematic short film No Regrets, starring child actor Ariel So from Warriors of Future.

The film encourages parents and caregivers to make the most of everyday opportunities to pay attention to children's emotional needs.

The campaign will roll out in phases. The first focuses on helping adults recognise signs that a child may be struggling, while later activities will encourage parents, caregivers, schools, child-facing organisations and the wider community to create safer opportunities for children to express themselves.

The campaign will ultimately build towards the message "smallest knock, biggest talk", encouraging respect, listening and open communication to become part of everyday family and community life.

Kalina Tsang, CEO of Save the Children Hong Kong, said every adult has a role to play in helping children feel heard, even when they may not be ready to talk.

“Every child deserves to be heard, and every adult has an important role to play. Adults may not be able to solve every problem a child faces immediately, but every seemingly ordinary moment can become an opportunity to make a difference,” she said.

"Parents and caregivers can begin with everyday observation, patient presence and attentive listening. When a child is not yet ready to express themselves, adults can first offer respect and space. By noticing more and missing fewer moments, we have a greater chance of responding to children's needs early," added Tsang. 

MARKETING-INTERACTIVE has reached out to Save the Children Hong Kong for more information. 

Don’t miss: Save the Children HK taps local stars to combat child abuse

Children’s and family mental wellbeing has become an increasingly prominent topic in Hong Kong, with brands and organisations turning to education and community initiatives to encourage conversations around emotional health.

Most recently, ahead of World Mental Health Day, Manulife Hong Kong partnered with local emotional education non-governmental organisation JUST FEEL to promote emotional wellbeing through family education and community initiatives.

Prudential Hong Kong also partnered with TVB in May on a family reality show, that encouraged parents to reflect on their children’s futures in an age of AI, while highlighting the importance of early and holistic planning to support the next generation.

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