Every year, we take on a pro-bono project as we strongly believe in giving back to the community. In 2015, we did the PR for the documentary The Helper that captures the plight of domestic helpers living in Hong Kong and the sacrificial choices they make. We worked with the producer Joanna Bowers to promote the kickstarter campaign and get publicity across the different media in Hong Kong.
We distributed a bilingual press release to local print and digital media and a wide number of associations in Hong Kong that support domestic helpers and women’s groups. In addition to doing the PR, we organized for the Director and Producer of the documentary to present at CreativeMornings, where they met production house Treacle who were instrumental to the success of the production of The Helper. We also introduced them to designer Allison Burton-Parker who did the typeface and The Helper logo.
The Helper achieved its kickstarter target and was recently shown at the Asia Society in Hong Kong. Our campaign achieved 80 pieces of quality coverage on print, digital, and social platforms including Apple Daily, RTHK, Jet Magazine, EJ Insight, Coconuts, HKET, AroundDB, SCMP, Sassy Magazine, Localiiz, HOKK Fabrica, Time Out, and Expat Living among others.
“We were fortunate enough to work with Mandy and the team at Cred Communications during our fundraising Kickstarter campaign for The Helper documentary and I can honestly say the campaign wouldn’t have been a success if we hadn’t had them on board! From strategic thinking and planning, to utilizing their extensive network of both English and Chinese language media to achieve first rate press coverage – they really got our messaging out across all platforms to ensure huge public awareness of the film throughout Hong Kong.”
Joanna Bowers, Director of The Helper Documentary