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Strategic Public Relations Group - Krankin’ thru China Campaign

Gold Stevie Award Winner 2018, Click to Enter The 2019 International Business Awards

Company: Strategic Public Relations Group
Company Description: PR networks in Asia and the largest PR consultancy in Hong Kong. It is a specialist in public relations, investor relations and financial communications, and a trusted corporate and marketing communications leader. The award-winning agency has a 300 strong workforce, nine offices in the Asia-Pacific, and retainer clients numbering 300.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service

Nomination Title: Krankin’ thru China (KTC) - Krankin’ thru China: The story about three men who changed the lives of 3000 disabled individuals

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Genesis

Krankin’ thru China (KTC) is a non-profit movement formed by Domonic Corradin, a disabled athlete, and Joshua Dominick, a long-time China resident. KTC’s objective is to bring adaptive sports to China and help disabled persons to live active and healthy lives.

In order to spread the concept of adaptive sports and encourage disabled people to lead a less sedentary lifestyle, SPRG worked closely with the KTC team in 2017 to realize their “Dream Trip” of handcycling from Yunnan to Beijing — an epic journey stretching over three months and more than 5,700 km.

Development

As education was essential for achieving KTC’s goals, SPRG initiated the following:

-Reached out and coordinated with a conglomerate to arrange a launch ceremony with a live audience of 1,000+ and coverage from dozens of media members
-Helped to manage and operate the official WeChat account of KTC, to utilize social media, key influencers and new media to expand influence
-Remotely coordinated more than 10 press conferences in cities along the handcycling route, and organized 10 sharing sessions with media and local disabled communities to provide further outreach
-Established ties between the KTC handcycling team and disabled communities along the route to give voice to a community that is often silent/marginalized
-Efforts in managing KTC’s WeChat account enabled audiences to follow the KTC team’s journey live – the entire content was shareable and interactive
-Invited tier-1 (national) and tier-2 (local) media from cities across China to attend KTC events and to conduct in-depth interviews
-To ensure a smooth and ordered execution of activities during the “Dream Trip”, the SPRG team developed a detailed calendar in advance and employed a real-time positioning system to monitor the KTC team’s progress

Execution

Challenges and barriers
-Despite SPRG providing services pro bono (over 700 hours) to KTC, the non-profit movement still had a very limited budget to operate with
-The journey was affected by various factors, such as weather, injuries and unforeseeable circumstances, hence requiring the SPRG team to operate at a high level of efficiency at all times
-The team needed to communicate with the KTC team as well as media outlets from over a dozen cities

Using SNS and new media to create influence
-KTC’s WeChat account posted 22 articles including 12 journals and 10 news reports
-For the duration of the trip, KTC social media channels became top platforms for discussing issues on accessibility for disabled communities in China

Planning interactive events and increasing media coverage
-Each event brought together disabled communities, medical experts and up to eight media outlets to enhance awareness and introduce KTC’s “Dream Trip”

Results to Date
-1300+ new followers and over 800+ conversations were started on KTC’s WeChat platform, raising awareness of spinal cord injuries. Won endorsements from two key influencers
-400+ KTC-related online news items were generated, equivalent to media value of over RMB 4,000,000 (USD 640,000)
-Over 60 top media outlets from across China covered KTC, and all expressed their commitment to continue working with the organization and sharing more stories about the plight of the disabled
-As a result of SPRG’s outreach efforts, dozens of local organizations including charity, hospital and private medical device companies have pledged their support for KTC and their initiatives for 2018 and 2019.
-SPRG’s WeChat content drew the attention of non-profit organizations, particularly its feature on the plight of a poor villager suffering from spinal cord injuries and living in terrible conditions. The groups worked together to provide immediate financial, medical, and domestic support.
-The journey has been an overwhelming success, not only in raising awareness of those with spinal cord injuries in the region, but also for the KTC organization as it continues to increase awareness, improve accessibility and take action on behalf of disabled communities in China

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

-SPRG worked closely with the KTC team in 2017 to realize their “Dream Trip” of handcycling from Yunnan to Beijing (5,700 km journey in over 3 months)
-SPRG offered it services pro bono (over 700 hours) to a non-profit movement that turned out to be an overwhelming success
-Arranged launch ceremony to a live audience of over 1000
-Real-time daily newsletters and coverage of “Dream Trip” via KTC’s WeChat account
-Organized media events and interviews in seven major cities to enhance awareness
-Coverage from 60+ media outlets across China, including powerful national media members
-Use of social media to raise awareness of an impoverished and seriously injured villager, leading to assistance from various quarters
-Established ties between disabled communities and medical experts, medical device companies, NGOs, and specialist hospitals
-Lives of over 3000 disabled persons were touched by the movement