Encouraging community engagement
Presented by the Hong Kong Arts Development Council (HKADC) and funded by The Hong Kong Jockey Club Charities Trust (The Trust), JOCKEY CLUB New Arts Power (JCNAP) was officially launched at the Hong Kong Cultural Centre in September 2017. JCNAP joined hands with 18 participating local artists to bring 160 diverse events to the public, including open rehearsals, forums, sharing sessions, workshops, community and school programmes, ticketed performances, two exhibitions featuring ceramic art and media art and the finale series. The key challenge was to build awareness to encourage more participation in the arts from each and every Hong Kong citizen.
Strategy Positioned JCNAP as an exciting local art event gathering internationally acclaimed local artists and art groups, encouraging participation from all Hongkongers
Narrative Developed key messages that highlighted how JCNAP interacted with local audiences showcasing various forms and types of art
Thought Leadership Set up interviews with spokespeople including Winsome Chow, Dr Wilfred Wong, Annie Wan, Kingsley Ng, Jabin Law and Drain Service Department that spoke about celebrating the city’s artists
Experience Arranged three media events to encourage interaction with the artists and build recognition of the JCNAP name
Globalise Ensured media understood HKADC’s involvement in introducing the participating artists to local and overseas audiences
Partnership Facilitated media partnerships with ArtMap, Headline Daily, MetroPop, Milk, Ming Pao Weekly, Sing Tao Daily and U Magazine