Lung Fu Shan: "Into the Woods" Campaign
Building awareness and engagement for an environmental education initiative through integrated PR and media strategy
Lung Fu Shan Environmental Education Centre
Overview
Client
Lung Fu Shan Environmental Education Centre, established by the Environmental Protection Department and the University of Hong Kong
Campaign
"Into the Woods" - A campaign to promote nature exploration and sustainable lifestyle practices
Challenge
Lung Fu Shan Environmental Education Centre needed to build awareness and drive engagement for new environmental education programs. They aimed to encourage Hong Kong residents to explore nature, learn about conservation, and adopt sustainable lifestyle practices. The challenge was to create buzz around the initiative and reach diverse audiences across different demographics.
- •Limited awareness of the environmental education centre among the general public
- •Need to position environmental education as accessible and engaging for all ages
- •Competitive landscape with other environmental and educational organizations
Strategy & Execution
Core Campaign Elements
Forest Bathing Experience
Developed a 45-minute "Lung Fu Shan Forest Bathing Taster Experience" introducing participants to the benefits of nature immersion and mindfulness in a forest setting.
Fitness Initiative
Co-curated "Lung Fu Shan Workout Guide" in partnership with HKU Centre for Sports and Exercise, combining fitness with environmental awareness.
PR & Media Strategy
- ✓Media Preview Tour: Organized preview event for 12 media attendees to experience the Forest Bathing program firsthand
- ✓Targeted Pitching: Crafted compelling story angles for lifestyle, health, wellness, and environmental publications
- ✓Expert Commentary: Positioned centre leadership as environmental education experts for media quotes and features
- ✓Partnership Promotion: Highlighted collaboration with University of Hong Kong to enhance credibility
Results
Earned Media Placements
Media Preview Attendees
Publications Featured
Featured in:
The campaign successfully elevated awareness of Lung Fu Shan Environmental Education Centre among Hong Kong residents and positioned the center as a leading voice in environmental education and sustainable lifestyle practices. The extensive media coverage provided third-party credibility and reached diverse audiences across different demographics.
Key Takeaways
- 01
Experiential Angle Drives Coverage
Offering media a first-hand experience of the programs (preview tour) generated significantly more engagement and coverage than traditional press releases alone.
- 02
Strategic Partnerships Enhance Credibility
Association with University of Hong Kong and positioning as expert commentary source strengthened media interest and placement quality.
- 03
Multi-Angle Storytelling
Multiple programs (Forest Bathing + Workout Guide) provided different story angles for different media types - wellness, fitness, environmental.
Campaign & Media Gallery
Behind-the-scenes from the "Into the Woods" campaign and environmental education initiatives
Environmental Education Program
Nature Exploration Activity
Community Engagement
Exhibition Opening
Campaign Material
Health & Wellness Guide