Dept of Health - Lazy Lion - Promoting Healthy Lifestyle for Controlling Non-communicable Diseases

Lazy Lion is another successful case of building up and sustaining the awareness for a mascot - instead of making it solely for an one-off campaign, we make use of different medium - TV & Radio API, theme song and OOH (including zone domination in MTR stations) to launch the mascot with a blast in the market. Then we created a own platform for Lazy Lion on social media to sustain its popularity with creative and relatable social content to promote healthy lifestyle to the target audience.

Since its establishment, the mascot has appeared in many other health-related campaigns and become an anchor point of Department of Health on several health-related topics, including regular exercising and vaccination.

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