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Don’t Just Break the Ceiling — #BreakZeroSum

December 12, 2023
By Kitty Lee

FleishmanHillard is on a mission to become the most inclusive agency in the world. And supporting local communities where we operate is essential. In Hong Kong, FleishmanHillard and BlueCurrent Group were proud to be the PR and social media partners for The Women’s Foundation and their #BreakZeroSum advocacy campaign.

Gender equality continues to be a hot topic worldwide. While there has been some progress in Hong Kong, the pace of change is slow. The Women’s Foundation is a non-profit organization dedicated to improving the lives of women and girls in Hong Kong. Established in 2004, the organization has become a leading catalyst in the city for collaborative efforts to support women’s betterment in the community. The Women’s Foundation identifies issues, implements solutions and strives for measurable change through groundbreaking research, innovative and impactful community programs as well as stakeholder advocacy efforts.

As we navigate the post-pandemic era, the world is facing new challenges and competition for talent across industries. Gender inequality continues to be a pressing issue in Hong Kong, including representation of women in the workplace, career progression and remuneration.

Through the #BreakZeroSum campaign, we advocate that gender equality is not zero sum, and is a conversation that we should have with every family and every organization to challenge stereotypes. It is not about one gender winning at the expense of another. Gender equality benefits everyone.

Under FH4Inclusion, a global initiative that allows colleagues to lend their time and talent to organizations that serve and create impact in their communities, FleishmanHillard and BlueCurrent Group teams provided our communication expertise to drive awareness and to advocate dismantling the zero-sum mindset and championing gender equality for all.  

“I am honored to be a part of the initiative and be able to execute the campaign from a traditional media perspective. It was meaningful to see how the media was willing to spread the important message of gender equality in the workplace and in the household, as the notion is a fundamental pillar of equality in society that concerns and benefits everyone”, said Raven Chan, account executive, FleishmanHillard Hong Kong.

“I am incredibly grateful to have the opportunity to partake in such a meaningful initiative and assist in executing the campaign on social media channels. Gender equality in the workplace and within households has been a globally significant subject for quite some time. This topic often elicits sensitive responses from the public and can lead to backlash, making it challenging to discuss openly. Therefore, it was heartening to witness influential people lending their voices and voluntarily spreading this message, and significantly impacting society through their influence”, said Alexa Cheng, senior account manager, BlueCurrent Group Hong Kong.

The campaign received attention from mainstream media and organic social media traction, with the campaign video receiving 334,000 views.