小心 ! 熱暑人
Title translated into English
Beware of Heat Stroke!
Film: Duration in minutes
32 seconds minutes
Product description
To reach the goal, we collaborated with the award-winning creative and film director Ms Elaine Chow, together we have created a 32 seconds film called “Beware of Heat Stroke!”
The short film brings out the safety messages on prevention of heat stroke in form of a movie trailer. In this video, Hong Kong famous multi-media artist and celebrity, Ms Michelle LOO, played as an outdoor cleaning worker to demonstrate what are the signs and symptoms of having heat stroke; and what to do when workers are suffering from heat stroke. The Director of Photography is Mr Kwan Pung-Leung who has been participated in numerous popular and acclaimed films such as “In the mood for love”, “2046” and won Best Cinematography in Hong Kong Film award.
The video brings out an important message to the public that they should drink more water and take regular rest under shade when working outdoors during hot weather, to protect themselves from getting a heat stroke.
The video has reached a total of 5.16 million viewers during the period.
Aims and objectives
The forceful start of screaming is to attract viewer’s attention to this important subject: Beware of Heat Stroke, it can kill!
When you are working outdoors under hot weather:
- Don’t persist if you feel unwell including symptoms of fatigue and dizziness; and
- Stop working, move to a cool place to take rest and drink plenty of water.
Hong Kong summers are very hot and humid. Partly due to the global warming effect, the number of very hot days (days with a maximum temperature of 33°C or above) in Hong Kong has increased in the last decade. 2018 was one of the hottest years in Hong Kong and made many records, for example the number of very hot days in May alone reached 16 days, the Very Hot Weather Warning issued by the Hong Kong Observatory stayed effective for 15 consecutive days (i.e. 348 hours in total), which was the most "long-lived" hot weather warning since the warning was introduced in 2000.
This film is made to reach the general public, especially for audiences who work outdoors from various industries, including security guards, gardeners, outdoor cleaning workers, and construction workers which are of high risk getting heat stroke in Hong Kong. The video serves as a strong reminder for the workers to pay attention to their physical conditions when working outdoor under the sun, and adopt possible measures to prevent heat stroke which may hit as early as May.
The video was broadcasted at different popular TV channels, including TVB Jade, J2, Finance and News Channel at different timeslots during May to August 2019. As the working hours of our target audience vary from day to day, spreading the broadcasting channels can maximize our reach to the employees and employers in various industries. According to the statistics from “admanGo Hong Kong” which is a market leader in the provision of advertising monitoring service in Hong Kong, the video campaign received high ratings. Ratings calculation methodology is based on the Hong Kong TV Contents Gold Standard (HKTVCGS) which defines the overall population as all domestic households which have one or more TV sets and all persons in such homes. In Hong Kong, the viewing count is restricted to persons aged 4+ and one rating point equals to 65,460 audiences (aged 4+). Rating summary revealed that the total rating points of the video during the broadcast period is 367.9. Therefore a cumulative audience reach of 24,082,734 (367.9 X 65,460 audiences) have viewed the video at least once during the period, representing 73% of the category population of 6,546,000. The video campaign has reached a total of 4,778,580 viewers during the period. This is an effective campaign with such overwhelming audience reach.
We understand that young generations may not watch TV that frequent, apart from debuting across YouTube, Facebook, we have placed this promotional video at cinemas, including Broadway Cinema, Panasia Films and Silver Screen in July to Aug 2019 before showing the feature movie. It is estimated that 0.38 million people have at least viewed the promotional video once in cinemas.
We hope to bring across the messages: “When you are working outdoors under hot weather: 1. Don’t persist if you feel fatigue, dizzy or thirsty; and 2. Stop working and move to a cool place to take rest and drink plenty of water” into our audience’s mind when they watch this promotional video with their family members at home or at the cinema.
Information about the campaign
As part of the “Prevention of Heat Stroke Promotional Campaign”, a joint project with the Labour Department of the HKSAR Government to raise public awareness on protecting one’s health when working outdoor under hot weather, the video serves as a promotional tool to reach the target groups in addition to radio programs, distribution of personal cooling equipment to the targeted industries and organizing different topical seminars.
During the promotion period, a series of related promotional publications, including posters, stickers and information card in pocket-size are produced and distributed to frontline workers. The stickers and information card provide the important data for workers to self-check their health conditions before going to work outdoors during heated summer.
We also worked closely with trade unions to distribute personal cooling products, for example cooling towel, cooling sleeves, sun cap, drinking bottles and towels to front-line staff of these high risk industries to increase their safety awareness. All these initiatives pave the way for enhancing safety awareness of both the employers and employees and bring about continuous OSH improvement.
Target audience
Territory-wide community in HK, especially for workers who engaged in physical demanding activities and/or need to work frequently outdoors during hot summer, including security guards, gardeners, outdoor cleaning workers, and construction workers, etc.
Campaign
Prevention of Heat Stroke Promotional Campaign
Awards
n/a
Contact details Editor
Occupational Safety and Health Council
6/F, OSHC OSH Academy, 62 Chung Mei Road, Tsing Yi, New Territories - Hong Kong , Hongkong-Nil Hong Kong SAR
85231063743 - 8529268639785231060263 kathy@oshc.org.hk http://www.oshc.org.hk
Contact details Production company
Such Film
Room 307, 3/F, Westlands Centre 20, Westlands Road, hk-nil Hong Kong
852 25908813 info@suchfilms.com.hk