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CityU's "Imagineer" helps patient organisations build image micro-movie screenings to clear up public misunderstandings

2022-05-17T22:14:30.681Z

There are many disadvantaged groups in society that are labelled and discriminated against due to public misunderstanding, such as AIDS patients, Tourette patients and bone marrow transplant recipients. To break the prejudice against them, City University of Hong Kong (CityU) students



There are many disadvantaged groups in society that are labelled and discriminated against due to public misunderstanding, such as AIDS patients, Tourette patients and bone marrow transplant recipients.

In order to break the prejudice against them, the new "Imagineer" service team under the "Servant Leadership Project" of the Student Development Office of City University of Hong Kong (CityU) has cooperated with the Hong Kong Society for Rehabilitation Community Rehabilitation Network Patient Mutual Aid Development Centre for the three Individual patient organizations: Hong Kong Tourette Association, Hong Kong Bone Marrow Transplantation and Rehabilitation Association and AIDS Health Concern Society for image building.

Through social media and a series of publicity activities, CityU students have increased opportunities for patient organizations to connect with the outside world and deepened the community's understanding of them.


Photography: Huang Baoying


Knowledge and action to give back to society

The "Servant Leadership Programme" launched by the Student Development Office of City University of Hong Kong in 2015 aims to cultivate students' positive attitude and spirit of serving others.

Students participating in the project learn how to collaborate with teammates from different disciplines and people from all walks of life, while developing planning, organizing and leading skills to serve others.

The new service team "Imagineer" is composed of two English words "Image" and "Engineer", whichever means image building.

The plan spans the entire school year. Students first received professional marketing training in the last semester and assisted the Hong Kong Tourette Syndrome Society, the Hong Kong Bone Marrow Transplantation and Rehabilitation Society and the AIDS Health Concern Society to design and implement the marketing plan; Carry out publicity activities and shoot micro-movies to enhance the society's understanding of the needs of patients and their families, promote the sustainable development of small patient organizations, and accumulate experience in promotion and community collaboration.

After receiving professional marketing training, the new "Imagineer" service team under CityU's Servant Leadership Programme will hold collaborative meetings with patient organisations to discuss publicity strategies.

Michelle Chen, representative of the Student Development Office of City University of Hong Kong, shared that the nature of "Imagineer" is different from other service teams in the project, and it does not provide services to the organization in one direction.

Students need to understand the background of the organization and the message they want to convey in order to effectively create the most suitable brand image for them.

"We are fortunate to see that the students have cultivated a team spirit in the process. From the beginning, everyone was passive, but later they were willing to take the initiative to share the work. The teamwork spirit has been greatly improved, and the connection with the organization has become closer." Michelle admitted that students should take into account Study and service are not easy. Some people have nearly 100 hours of service, which is equivalent to taking a university course.

"From formulating marketing plans, designing social media content, to making micro-films, holding micro-film screenings, etc., all are handled by the students. Although there are various difficulties in the process, it is all up to everyone to unite and cooperate with each other to overcome all obstacles. Only then can we successfully complete the work.” Since the students are not majoring in filmmaking, among many fields, shooting microfilms is the most challenging and most profound.

Although the micro-movie screenings will be broadcast online due to the epidemic, Michelle believes that the online world is more conducive to the transmission of messages and helps organizations conduct wider public education.

Michelle Chen, representative of the Student Development Office of City University of Hong Kong, hopes to use the program to enhance students' awareness of the society and cultivate innovative thinking in society.

Active collaboration between classmates and patient organizations reflects the spirit of mutual respect

Social media is deeply ingrained in everyday life, especially among the younger generation.

As a bridge connecting patient organizations with all walks of life, Charley, social worker of the Hong Kong Society for Rehabilitation Community Rehabilitation Network Patient Mutual Aid Development Center, also agrees that "Imagineer" can help build a positive image for patient organizations and promote important messages to the public.

"Patient organizations are better at caring for patients, and their external publicity skills may not be as innovative as their classmates. This cooperation broadens the organization's horizons and increases their opportunities to connect with the outside world." With the continuous evolution of the network ecosystem, the use of The methods of social media are changing with each passing day. When students provide skills to effectively improve the interaction rate, patient organizations also actively cooperate. The process fully reflects mutual trust and respect.

Charley, social worker of the Hong Kong Society for Rehabilitation Community Rehabilitation Network Patient Mutual Aid Development Center, hopes that patient organizations and people in society can help others to help themselves.

Charley went on to say that patient organizations most appreciate a caring partner.

"In addition to mutual encouragement among patients, they also need the support of caring people in the society. When classmates devote themselves to the activities, patients can also feel it." After a year of cooperation, Charley especially appreciates the empathy of classmates and understands from the perspective of patient organization. It has even been integrated into a part of the organization; and the micro-movie is the result of the patient cooperation between the two parties.

"I hope the micro-movie will not only give patient organizations the opportunity to tell their stories, but also allow all sectors of society to gain encouragement and experience the spirit of mutual help."

"Similar Storytelling" Micro Film Online Screening


Date: May 21 (Saturday)


Time: 8:30pm


Language: Cantonese

Click here for details of the screening

(Information and photos provided by customers)

Source: hk1

All news articles on 2022-05-17

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