2017 Love Is All Around

Member

Leo Hung


Duration

From August 16, 2016 to August 21, 2017

Target

Create substantial attention in the community through the creation of viral “wish fulfillment” and artwork crowdsourcing social media campaigns; while pulling together community resources for the actual wish fulfillment of the target families


Sustainable Development Goal

Good Health and Well-Being


Development stage

Health and Wellness


Purpose

To create widespread community awareness of rare diseases and empathy for suffering families, and deliver on wishes that have material impact on the beneficiaries through the support from various community parties.


Overview

As of now, over 8000 types of rare diseases have been identified by the medical industry. By definition, rare diseases are defined as diseases with a prevalence rate of 1 out of 2000 people.

As such, despite a population size of around 10000* people diagnosed with rare disease in Hong Kong, they have always been deprioritized in the government’s medical subsidy budget and are often off the radar of the community and charity organisations support.

*Source: Hong Kong Alliance for Rare Disease

Rare disease sufferers lack even basic survival skills like toileting and using utensils for food. Hence, their families’ daily care-taking/ financial burden are much heavier than better known diseases like Down’s Syndrome/ Autism Disorder etc. Moreover, these families are much more isolated from the society due to the fact that their children are not fit for even basic schooling.

Seeing that Hong Kong needs a champion for the rare disease community, JCI City launches “Love is All Around” project series with an aim to elevate the overall community awareness and facilitate involvement in supporting these families. One rare disease would be selected as the focal point each year, and Rett Syndrome is the theme for 2017.

After identifying HK Rett Syndrome Association as our key beneficiary target for 2017, our project sought to create a platform for arousing awareness, as well as soliciting community support for our target group.

The project’s “Wish of an Angel” viral campaign caught massive public attention and successfully brought upon material improvement to the livelihood of 10 families through sponsoring multiple sophisticated medical support equipment. Also, 3 families’ lifelong dream for a group overseas trip was realized through air ticket sponsorship.

The project’s “Smile of an Angel” crowdsourced 130 art pieces from local and international graphic designers, comics industry professionals and the public in a joint effort to spread care and positivity to the rare disease community, further deepening the footprint of this campaign.

Through the 2 project campaigns, our project overachieved our expected target as the strong community engagement created in Hong Kong rippled off to other regions e.g. Macau, Taiwan, Malaysia; Moreover, beyond the targeted Rett Syndrome families, we facilitated the connection between another rare disease community i.e. Mowat Wilson Syndrome patients and Now TV, which resulted in a special featured TV news coverage, helping them to air their needs for support across the Hong Kong community.

Both campaigns produced 2 substantial side-impacts: (1) united the sunsetting comics industry through the collective effort of 125 practitioners’ art work contribution. (2) rallied the celebrities circle with 15 artists in support of this campaign through individual video endorsement of the campaign.


Results

Through the 2 project campaigns, our project overachieved our expected target as the strong community engagement created in Hong Kong rippled off to other regions e.g. Macau, Taiwan, Malaysia; Moreover, beyond the targeted Rett Syndrome families, we facilitated the connection between another rare disease community i.e. Mowat Wilson Syndrome patients and Now TV, which resulted in a special featured TV news coverage, helping them to air their needs for support across the Hong Kong community.

Both campaigns produced 2 substantial side-impacts:
(1) united the sunsetting comics industry through the collective effort of 125 practitioners’ art work contribution;
(2) rallied the celebrities circle with 15 artists in support of this campaign through individual video endorsement of the campaign.


Recommendations

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