Page 57 - MA Dinner 2023

Excellence Award

“Share for Good”
New World Development

New World Development’s (NWD) commitment to helping the community is built upon its brand ethos of “Creating Shared Value”.
When 5th-wave covid struck, Hong Kong saw first-hand how the society was disrupted and in dismay, in particular the
underprivileged. Resources from masks to test kits and medicine came in short supply. While many wanted to offer help, they did
not know how, or where they could donate to. NWD realised that there was an urgent need for a paradigm shift in how they give,
source help, and distribute supplies. It had to be seismic shift that could disrupt the way Hong Kongers donate and solve the fifth-
wave challenges in time, because those in need cannot wait.

Introducing Share for Good
Working with hundreds of partners including those in the NGO, healthcare, and logistics sectors, NWD created Hong Kong’s first
large-scale crowd-donation platform. Launched within 3 weeks, Share for Good not only matches donors with specific beneficiaries’
needs, but also helps provide end-to-end solutions on logistics, administration, and acquisition of resources. This innovative digital
platform makes donations seamless and fully traceable, maximising the generosity from every donor.

The communications strategy also maximised the donation dollar with $0 media spend. NWD mobilised its entire network and
partnership channels to drive awareness. It also used a PR blitz and influencer strategy that gathered celebrities, healthcare
experts, and business leaders alike to promote, donate and amplify our message at zero cost.
This led to one of the biggest pandemic-relief efforts the city has seen, with over HKD58M donated to 60 NGOs (now 120) and
300,000 recipients.
Yet Share for Good is not just a one-off stint. By developing new programmes to address and alleviate pressing societal issues, and
partnering with more corporates to achieve their ESG goals, NWD continue to share the love.

Comments from the Judges:
The campaign adeptly identified a critical gap between corporate donors and NGOs, marking the beginning of an extraordinary
journey. This campaign, akin to finding a “blue ocean” opportunity, quickly evolved from a visionary concept into a real-world
solution.

The campaign demonstrated a clear objective from the outset and pursued the right approach to deliver on its mission. Its strategy
to swiftly connect donors, suppliers, and beneficiaries during a time of crisis showcased a level of agility and purpose-driven
marketing that was truly commendable. It portrayed a rapid response to a pressing need and garnered substantial financial
support. Leveraging New World Development’s extensive network, it harnessed the power of influencers and successfully
delivered its objectives without a significant budget.

The results of this campaign were impressive. The campaign showcased the potential of community-driven initiatives and their
ability to create profound positive change at no significant cost. The campaign’s accomplishments highlighted its role as an
exceptional community support project, driven by compassion and in alignment with New World Development’s CSR objectives.
Overall, this campaign has set a remarkable precedent for delivering purpose-led marketing with outstanding results.

Party to be Recognized for Contributing to the Success of the Programme:
1. Saatchi & Saatchi Hong Kong

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:37:16 PM
Dinner 2023 Ken.indd 55
Dinner 2023 Ken.indd 55 9/26/2023 3:37:16 PM