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FleishmanHillard wins PRHK’s Hong Kong PR Young Lions Competition 2022 with Heep Hong Society’s Dyslexia Awareness Campaign

April 13th 2022

PRHK, Hong Kong’s association for public relations and communications professionals, today announced the winner of the Hong Kong PR Young Lions 2022 contest. 

The competition saw 13 teams of young professionals coming from across the public relations and communications industry competing to represent the territory at the global Young Lions Competition at the Cannes International Festival of Creativity. The Hong Kong competition was won by Cannan Wong and Serena Kwan from FleishmanHillard. The runner-up teams were from BlueCurrent – Cynthia Lu and Angel Ou, and from Sinclair –  Alexa Bautista and Virginia Lau.

The competition was run on 8 – 9 April, in association with Heep Hong Society, a leading education and rehabilitation organisation offering professional assessment, guidance, training and family support services to children and youth with special education needs and their families.

The campaign challenge was to develop an integrated PR and communications campaign to raise awareness and understanding of dyslexia, while building familiarity with Heep Hong and support its fundraising efforts. One in ten of Hong Kong students suffer from dyslexia, a developmental problem that makes it difficult to grasp vocabulary and comprehend text. Dyslexic people will often misspell words, miss character strokes, and have clumsy handwriting, leading to lower confidence and negative emotions.

FleishmanHillard’s winning campaign was based on an experiential exhibition called “Welcome to My Wonderland” that showcases the creative learning journey of dyslexic children. Through immersive art installations, the campaign explains dyslexia through a positive lens while highlighting their challenges.  

Rachel Leung, CEO of Heep Hong Society and judge of the PRHK’s Young Lions Competition, said: “Cannan and Serena were able to present dyslexia from a positive perspective. They were not only able to illustrate the problem but also introduce new creative ideas to gain awareness among the general public. Their proposal was comprehensive and I believe their ideas will bring hope to parents.”

The winning team will represent Hong Kong in this year’s global Young Lions Competition at the Cannes International Festival of Creativity in May.  The competition, which takes place virtually due to the pandemic, sees young communicators from across the world compete in front of a jury of the world’s most respected creative minds to win the annual Young Lions prize.

The Hong Kong PR Young Lions Competition was judged by a panel from across local corporation and academic community:

  • Representatives from Heep Hong Society
    • Rachel Leung – Chief Executive Officer
    • Alan Wong – Deputy Chief Executive Officer
    • Adwin Lau – Head of Communications
    • Dorothy Chan – Senior Communications Officer, Media
  • Maria Cheong – PRHK Board Member & Senior Director at BCW
  • Fleur Giancarli – Marketing Communications Manager at Le Meridien Cyberport
  • Cindy Ngai – Associate Professor cum Programme Leader of Master of Arts in Bilingual Corporate Communication Department of Chinese & Bilingual Studies at Hong Kong Polytechnic University
  • Chia Wu – Deputy Program Director, Master of Social Science in Corporate Communication at CUHK & Author of “Style Marketing”


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About PRHK

PRHK is the forward-looking industry organisation for PR and communications professionals in Hong Kong. It represents, champions, promotes and supports the Hong Kong public relations and communications industry, its professionals, its affiliates, its academic institutions and their students. PRHK is a forum for discussion, learning and networking; an advocate for the industry and monitor of best practices within it; an interface between industry, academia, the business community, government and affiliated media and marketing sectors; and a point of entry for overseas companies, individuals and associations into Hong Kong’s PR scene.  Established as the Council of Public Relations Firms of Hong Kong (CPRFHK) in 2001, the organisation was rebranded to PRHK in 2018. Visit www.prhongkong.org or follow on Facebook and LinkedIn at @PRhongkong.

Media Contacts

Phyllis Yip – PR Young Lions Chair| phyllis.yip@edelman.com

Carbo Yu – Deputy Chairperson | carbo@sinclaircomms.com