A place to breathe is a place to relieve.

Stress is a real thing in this bustling city.
Yet, it is an even more serious matter to youths.
When the support network in schools is not around or goes on and off,
tension stacking up in the familiar relationships,
problems can be buried deeper when schooling is no longer always in a face-to-face way.

Understanding the more-than-usual difficult situation for youths,
and those who are seeking to reach out to them,
Hong Kong Jockey Club Charities Trust initiated and funded the ‘LevelMind@JC’ project,
running eight ‘LevelMind’ hubs in collaboration with six non-governmental bodies and The University of Hong Kong.
The hubs aim to provide a stress-free environment for youths aged 18-24,
where they can refresh, recharge and rediscover themselves.
Early interventions are also made possible to address early distress signals and provide mental health support.

By portraying the hubs altogether as the imaginative ‘Breatheland’,
we hint that hubs are free grounds that youngers can relax.
A set of fictional characters are also created from the concept,
who speak out the youngers’ minds and resonate with our audience.

It is exciting that the page has recorded a drastic growth in followers from around 500 to over 1K.
The engagement rate is also encouraging: with 5.11% on average (Ingramer, Jun 2021),
sharply jumped to over 11.5% in the recent 3 months (Phlanx, Analisa, Jun 2021).
As it was also about the time that I started taking care of this account,
I feel proud of the performance as well as the cause we are working for.
The impressive results should be credited to every contributing teammate.

See what’s going on on ‘Breatheland’ here!

Sharing love with youngsters with KOLs.

We know how hard it is can be to for young people to up,
especially during their most sensitive and vulnerable life stages.
A safe place that allows them to freely express and release their eomtions is essential.
LevelMind@JC social hubs, scattered across 8 districts in Hong Kong,
aim to provide such havens for young people seeking tranquility and security.

To raise awareness about these hubs,
our team collaborated with influencers Sabrina Ng Ping (阿冰) and
Ching Yan Fu, Rik (程人富) from Pomato (小薯茄),
as well as Jessica Chan (陳苡臻) from Trial & Error (試當真)
We filmed 2 separate videos capturing their interactions with young people
at the LevelMind@JC hubs.

Both videos received positive feedbacks.
The video featuring Ping and Rik earned 181K views and 5.7K likes
on Pomato’s YouTube channel,
and the video with Jessica garnered 3.1K views and 457 likes/loves on her Facebook page.
I’m grateful to have taken part in the post-production of the 1st video
and the scriptwriting for the 2nd.