HK Celebrities Make a Pinky Promise to Raise Breast Cancer Awareness

Press Release


15th September 2017, Hong Kong – For the first time, nine local celebrities came together in one video to show their support to this year’s Cancer Fund’s Pink Revolution by making a simple gesture – a pinky promise – showing their commitment in raising breast health awareness in the community and supporting women with breast cancer. The premiere screening of the video took place today at the Pink Revolution launch event held at The ONE, Tsim Sha Tsui. Local celebrities Joyce Cheng, Kathy Chow and film director Kearen Pang shared the stage with 15 breast cancer survivors to make their pinky promise to advocate breast cancer awareness.

The video launched today includes messages from actress Fala Chen, singer Gigi Leung, mother-to-be May Kwong, actresses Joyce Cheng, Chrissie Chau, Isabel Chan, film director Kearen Pang, news anchor Akina Fong and DJ Josephine Chu (Chufun). The video will be available on Cancer Fund’s social media platforms for viewing and sharing. International model and celebrity Kathy Chow also shared for the first time her personal experience of being touched by cancer when her best friend was diagnosed.

“The number of women being diagnosed is growing, and so is the Cancer Fund; so there is an increasing need for early detection and support for our free services,” said Sally Lo, Founder & CEO of Hong Kong Cancer Fund. “Making a ‘Pinky Promise’ is a simple gesture, used to encourage women in Hong Kong to check their breasts regularly, and for everyone to support families living with breast cancer.”

At the launch event, breast cancer survivor Bondie shared how she faced breast cancer and her worry for her family, especially her then 5-year-old son. Her family turned to Cancer Fund’s free support services, where she received practical support in managing treatment side effects, and participated in programmes that brought the family closer together on the cancer journey. “I understand feeling scared and alone by a breast cancer diagnosis, but don’t be. There are free resources in the community like those the Cancer Fund provides, and remember, your family is your strongest backup,” said Bondie.

Medical advisor of the Cancer Fund and Director of the Radiotherapy & Oncology Centre at Hong Kong Baptist Hospital Dr. William Foo shared his professional view at the launch event: “When breast cancer strikes, it will create a shock wave: not only for the patient herself, but also her loved ones, who are all affected. Almost 90% of breast cancer patients can attain a cure. However the cancer journey is very demanding both physically and psychosocially. Close family, especially the spouse, bears the impact. They often do not know how to cope. A well-supported and adjusted family will provide the best environment for the patient to make their way to recovery.”

Everyone can help to raise breast cancer awareness this year by sharing the ‘Pinky Promise’ video available on Cancer Fund’s Facebook https://www.facebook.com/hongkongcancerfund and YouTube channel https://www.youtube.com/user/hongkongcancerfund, sharing it with the hashtags #pinkypromisehk, #checksupportshare, #hkcancerfund and #shopforpink, and making a donation online http://pink.cancer-fund.org/donate.

Cancer Fund’s Pink Revolution also includes Shop for Pink; the city’s largest ‘shop for a good cause’ event. Thirty retails,restaurants and hotels brands are offering new Pink items this October to make shopping more fun, with part of the proceeds to be donated to Cancer Fund’s free breast cancer services. Everyone is also encouraged to dress pink by joining Dress Pink Day on 27 October to show your care to people affected by breast cancer. To register and window-shop Shop for Pink items, visit http://pink.cancer-fund.org/en/.

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Editor’s Note

About Hong Kong Cancer Fund

Hong Kong Cancer Fund is the city’s largest cancer support organisation, providing free information and professional support to anyone living with or affected by cancer. Established in 1987, our vision is to better the quality of cancer support in Hong Kong and ensure that no one faces cancer alone. We began by offering free information and support, and have slowly expanded over time to address all aspects of cancer care. Our work now encompasses public education, cancer research, home care, peer support, complementary therapies, the funding of hospital equipment and much more. We fill the gaps in cancer care to improve the quality of life for people touched by cancer.

Hong Kong Cancer Fund’s services are all FREE. Receiving no money from the government or the Community Chest, we rely solely on public generosity to sustain our ongoing cancer support services. For more information, please visit cancer-fund.org

About Cancer Fund Pink Revolution

Pink Revolution is Hong Kong’s biggest and most comprehensive breast cancer education and fundraising campaign, running every October in line with international breast cancer awareness month. Each year, Pink Revolution reminds women about the importance of regular breast checks and empowers them to take charge of their own breast health with the message that early detection and treatment saves lives. The campaign also raises funds through initiatives such as Shop For Pink and Dress Pink Day, with all funds raised going towards Cancer Fund’s FREE breast cancer care services to support women with breast cancer.



A confidence boosting yet homey internship experience at Cred Communications


We like to invite our interns to write a letter about their internship experiences at our PR agency – Cred Communications. Our interns provide a fantastic support to our team and we are always grateful for applicants.

The letter below is from our recent intern Pinki Wong:

“Greetings, everyone! I am currently doing my exchange study in Journalism and Reporting in Haaga Helia University in Helsinki, Finland, I major in Corporate Communication back in Hong Kong. I had to step into the field and explore the industry before graduating to test myself whether or not this will be my future career. My internship at Cred was like an intensive guide to understand what it’s like to be a PR.

Prior to being in the Cred team, I had another internship experience at another local PR agency but I had less opportunities to participate in what my team were doing. On the contrary, the Cred team treated me as one of them rather than just an intern helping them with coverage reports, I got invited to take up challenging work like to research for projects and to compile analysis report in no time. Everyone at Cred were all very understanding and friendly, I got to gain more insight of the field in the process of participating in a project from start to finish.

Going to work at Cred is like going from my own home to another home, the office of Cred feels like home, and what makes such feeling is the people. All teammates were extremely friendly, not to say, our managing director, Mandy was more like a leader than a boss, I felt so welcomed and they were all there to guide and teach me the bits and pieces about the PR industry. I would not forget how they were willing to let me take up responsibilities I thought I would not be able to handle, their confidence and faith in me pushed me to achieve what I thought impossible.

All in all, I had such a blast and a memorable time at Cred, this opportunity has given me a glimpse of how diverse and exciting the Public Relation industry could be, getting my hands on the actual field of Public Relation lured me to learn more from it. The experience enabled me to gain practical skills and knowledge from books to life and from theories to actions. One of the duties that presented what Public Relation was was helping with client media gifting, wrapping gifts and writing a handwritten note is an act of engagement and sociability. This process of communication, from choosing a gift wrapping carrier, to personalising each gift and sending them out presents the essence of connecting with people in the PR industry.

I would like to do an enormous shoutout to the Cred team for being my teammates, my mentors and my friends!

Pinki “

We are always looking for great interns – please send your resume and cover letter to hire@credcommunications.com.

Job Vacancy – Account Executive

Are you passionate about public relations and helping clients reach their sales and marketing goals? Do you have a desire to make an impact? Do you enjoy inspiring others with your creativity and have the determination to excel? Then we would love to meet you! Consumer brand agency, Cred Communications is looking for an ambitious Account Executive with excellent digital, social and traditional media skills to join their collaborative and friendly team. As we’re an independent up and coming agency, you will have lots of responsibility combined with the brilliant opportunity to make an impact and progress quickly through the agency.


  • Self starter and team player
  • Curious and passionate about the world with sound judgement
  • Resilient and self-confident
  • Can participate well in team and client meetings
  • Able to multi-task and work under pressure
  • Ability to build relationships with clients, key opinion leaders, media and other stakeholders.
  • Excellent strategy and creative campaign development skills
  • Degree holder in communications, journalism or related disciplines
  • Able to analyze data to find insight and adapt performance
  • Excellent traditional Chinese and English writing and verbal skills
  • Good organizational skills
  • Able to handle all administrative aspects of the job to ensure campaigns run smoothly

Must have at least one year’s experience in a communications agency with 2 x references. Consumer Brand PR experience would be ideal. If you think you fit the description, please send us your resume together with a cover letter and references to hire@credcommunications.com.

Working with the Stars: 5 Things to Consider when Choosing a Celebrity Endorser

Source: Gwyneth Paltrow


Working with celebrities has the potential to increase brand awareness, social media impact, and get your business or product more column inches. Celebrities create buzz and can influence consumer buying habits to the point where something that was virtually unknown becomes the talk of the town. Look at what happened to kale after Gwyneth Paltrow started using it. Despite the many benefits, working with celebrities can also bring challenges.  So it’s important that you are well prepared in advance to get the best out of this very important relationship.

Here are our top 5 tips to consider when working with celebrities:

  1. Choose someone relevant

It’s important to choose someone relevant and whose personality matches your brand.  Are you a sports brand or a brand that wants to be associated with athletes? Find a sports celebrity to work with or someone associated with your brand ethos who is a big fan of your sport. Different celebrities attract different quality of coverage. If you hire a soap star to represent your brand at an event, tabloids and dailies are more likely to cover them than luxury magazines.

  1. Do your research

Look into websites, news, interviews, and social media pages of the celebrities you’d like to work with. Check that they are the right fit for your brand. Make sure that they don’t have any scandals that would impact your brand image. Before you sign the contract with the agents, make sure that they aren’t representing any competitors.

  1. Know that budget is no limitation

If the budget is tight, consider someone up-and-coming instead of an established celebrity. Up-and-coming celebrities might grab at the chance to build their own profile, have less brand partners and be able to do a lot more for your budget. Well-established celebrities could overshadow your brand if your campaign isn’t well executed.

  1. State everything in the contract

Make sure everything you need the celebrity endorser to do before, during, and after your event/activity is agreed in the contract even hashtags that you want them to use on social media. Also ensure that the celebrity doesn’t work with your brand’s competitors during a specified period.

  1. Prep your celebrity into becoming the endorser of your brand’s dreams

If you need your celebrity endorser to be interviewed by the media, make sure that they are able to speak confidently to journalists on the brand’s behalf. Give them media training if needed. Provide them with key points and make sure that they don’t exploit the opportunity for self-promotion. When at photoshoots and interviews, ensure that your branding is prominent either as a backdrop or on the endorser’s clothing.

Looking to work with a celebrity? Contact us at hello@credcommunications.com and allow us to share with you our expertise in picking the right one!

Summer news from Cred Communications

The U.K’s leading retailer; Hong Kong’s fastest-growing non-profit; our city’s first ever bike-sharing system. We’ve got exciting PR news to share with you today!



After successful PR activities in 2016, honestbee renewed their contract with Cred Communications for a Spring- Summer campaign. Honestbee is Hong Kong’s premier grocery concierge delivery service and hired Cred to facilitate the announcement of their partnership with TESCO, the U.K’s leading retailer and seven other leading supermarket chains. With over 30,000 products available from 25 partners including 8 major supermarkets, honestbee has grown from a Singaporean tech startup to a well-known service successfully operating in 8 great cities in Asia.

Hong Kong Wireless Technology Industry Association

This February marked the second year of our work with the Hong Kong Wireless Technology Industry Association (WTIA). Organized annually since 2012, WTIA’s exciting Asia Smart App Awards brings together key experts in the mobile app industry across Asia to reward innovative smart app developers. After last year’s success, Cred was hired again to organize a promotional seminar and press conference as well as to handle on-site and off-site media relations for the Asia Smart App Summit and Awards Presentation Ceremony. With 111 entries from 13 Asian countries including newcomers such as Cambodia, Sri Lanka, and Vietnam, the awards continues to become a bigger success every year.


In December 2016, over 1000 cities worldwide had bike-sharing options, yet Hong Kong – Asia’s World City – was not one of them. Now, Hong Kong can count itself amongst the long list of forward-thinking places striving for a greener, more collaborative and more active way of living. Gobee.bike is Hong Kong’s first bike-sharing system, and in April we helped launch the scheme with its first 1000 bikes. After a successful media briefing event during which Gobee.bike’s CEO Raphael Cohen (former COO of HotelQuickly) was interviewed and gave a demonstration on one of the signature neon green bikes, the company has decided to extend their contract with Cred Communications.

At Cred, we are extremely proud when clients extend or renew their contracts with us – our clients are our no.1 priority, and this comes through in everything we do.


It’s experience that counts …

Hong Kong is a fast moving, fast thinking, fast finance city and that includes the fast growing number of events that are hosted each and every day in our beloved metropolis. And that’s exactly why it’s experience that counts!

At Cred we get very excited at the prospect of turning a potentially dry and possibly uninspiring cocktail party into an experience that won’t be forgotten in a rush.

Dr Aron Harilela completing Artist Cornelia Erdmann’s artwork ‘A Golden Mile’ at the unveiling of Holiday Inn Golden Mile’s new lobby and public areas.

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Seeking Account Manager with brilliant English copywriting skills

Established in 2010, Cred Communications has from day one been a confident and creative PR agency intent on creating influential and productive PR and marketing communications campaigns to be proud of.  Our client servicing covers everything from FMCG to e-commerce, hotels, retail, travel, fashion and lifestyle and health and beauty. We successfully develop and deliver streamlined strategies, campaigns and communications that connect audiences with dynamic and intelligent brands in Hong Kong and Asia Pacific.

We are looking for super star native English speaking Account Manager to join our team. Professional and friendly, candidates must have a great work ethic and passion for PR. You must be someone committed to delivering excellent campaigns with very little supervision.  Reliability, flexibility and a real interest in developing yourself and helping our agency become successful is paramount. Previous experience is essential within a fast-paced client-focused PR or Marketing agency.

This role is a wonderful opportunity for someone to achieve a wide range of experience across all aspects of communications covering digital, media relations and events.

Job scope:

  • Developing creative and impactful PR campaigns (strategy & tactics, stakeholders, evaluation)
  • Writing (press releases, newsletters, speeches, Q&As, social media posts, briefing books)
  • Media relations (story-telling, features, editorial calendars)
  • Client relations (status reports, client calls / meetings)
  • Social media strategy (for clients and for Cred Communications)
  • Organising events (press conferences, VIP events, client PR support for industry events)
  • Business development (compiling pitching documents; preparing and attending pitches)
  • Anything else a young company needs to do

Skills and Experience:

  • Degree holder in communications, journalism or related disciplines
  • Good conversational skills, good listener, empathy
  • Good organizational skills, very attentive to detail, very task oriented
  • Results-driven, always focused on return on investment for our clients
  • Passionate about all aspects of public relations, willing to learn and develop
  • Proactive, ability to self-start and prioritise tasks
  • Imaginative and lateral thinker
  • Sensitive to widely different audiences
  • Worldy, well-read and well presented
  • Numerate – conscious of budgets
  • Be a hands-on team player adding value, sharing creative ideas, and executing successful PR programs
  • Ethical and professional
  • Fluent written and oral English

Our office is centrally-based and we generously offer 18 days holiday and a competitive salary.

Please send your resume detailing campaigns you have worked on and how you have contributed to their success, along with a cover letter and expected salary to hire@credcommunications.com. Native English speaking candidates with PR experience only required for this post. Candidates will only be hired if references are satisfactory.



A rewarding, eye-opening internship experience

  • A rewarding, eye-opening internship experience

We recently received a letter from Agnes Chan, an intern who worked with CRED Communications during Summer 2016. She wanted to share her experience of working with us – we were thrilled to have her work with us!

Hi everyone! I am a rising junior at Brown University studying International Relations. My two-month internship at CRED Communications has been an eye-opening and dynamic experience and I’m sad that my time here has now come to an end!

I chose to work at CRED this summer because I wanted to work in a field that would give me exposure to as many industries as possible. I also knew that because PR consists of daily interactions with clients and the media, a job in PR would shape me into both a better communicator and problem solver. During my two months here, I was fortunate enough to work with clients in food and beverage, retail, technology and fashion industries, among many others.

Having worked at CNN as an intern and at the Brown Daily Herald as a news editor, I entered CRED with only journalism experience under my belt. Thus while I knew how to write for the media and discover news angles, I initially did not know much about managing clients and marketing products. Thankfully, the CRED team was supportive, accepting and always willing to help when I encountered difficulties.

I was able to play a significant role at CRED from the very beginning. Assigned on day one, my first project was to write up case studies for CRED’s new website. To do so, I had to research and summarize over 30 of CRED’s past projects, which helped me better understand the nuts and bolts of PR during my first week on the job. I was also fortunate enough to be able to work directly with CRED’s client Pink Season, Asia’s premier LGBTI festival. In addition to writing a press release, I helped arrange media interviews and secure media coverage for the event directors.

I particularly enjoyed brainstorming sessions where the entire CRED team would sit around a table for a few hours and think of potential PR campaigns. I sometimes found it challenging to think of creative and unique campaign ideas, but it was through this process of intense discussion and repeatedly scrapping ideas that I discovered the sheer amount of creativity and perseverance required in PR. 

Aside from the fulfilling work I was able to undertake at CRED, I am also grateful to have spent the two months with a team of passionate, dedicated and dynamic individuals. I am constantly amazed at how despite the fast-paced and often challenging nature of PR, the CRED team always remains organized and committed to each and every client it works with. Sad as I am to leave behind a highly rewarding and productive internship at CRED Communications, I know that I have definitely made the very most of this summer!

The art of writing for the web

  • The art of writing for the web

The Quick Word Company (client) explains why limitless data of digital doesn’t mean vast quantities of online content. Web writing is a discipline that many businesses still haven’t committed to.

In today’s digital landscape, engagement is important. Despite what you may think, we’re actually reading more than ever – blog posts, tweets, an article or website copy. Businesses are now self-publishers, and on many different platforms, and some just aren’t grasping how big a responsibility that is. Our words have lifespans beyond the moment, they’re our emissaries. Sticks and stones may break my bones but words will never hurt me – well, actually, yes they will. They’re out there working for or against us all the time.

We see a lot of websites with pages and pages of content – far too much! It’s important to remember that good web content has utility; it should serve a purpose. So before you click publish ask yourself: How does this piece of communication support our goals? How does it align with our mission and vision? Is this the best place to publish this information or would it be suited elsewhere, on social media or as a blog post? To ensure consistency, establish a content or editorial team and think of them as your word wizards. They’ll reinforce the house style guide and will have final say on what’s allowed to be included – no editing by committee here!

Good web content is also empathetic – which means it needs to care about who’s reading it. Many businesses fall by the wayside when it comes to actually being nice in their written communication. Don’t be one of them. Even if you are a big, grunty business, you can still have a warm, clear voice that helps readers navigate effortlessly through your website to find what they’re looking for. Yes, you may write in long form in your formal communications, but when it comes to web copy you need to scale back. Long-winded sentences and over-the-top formality can get in the way of your message. Think about your reader and put yourself in their shoes. They may be reading on a small screen on their morning commute or they may be time-poor and exhibiting what we refer to as ‘natural scanning reading behaviour’ – seen both in the wild and in captivity. Use a series of headers so your readers can locate themselves and summarise your key messages.

A great example of good web content is publishing empire, Conde Nast. Considering the exceptional repertoire of their titles and publications, users are really encouraged to act and seek out more. They don’t over sell anything, keeping content accessible – relevant and purposeful. They never write more than they need to in order to get their message across. Even better – is they find a way to create their own tone of voice when discussing their very distinct brands, which include Glamour, WIRED and of course, Vogue. They format their content to make it easy for readers to find their interests while maintaining their professionalism as the corporate face of these brands.

The limitless options and ‘space’ to write web content can often translate to overwriting. Remember, quality over quantity, be purposeful – if done well, good content can earn you the trust and engagement you need.


By The Quick Word Company

How strategic communications can impact social change

  • How strategic communications can impact social change

By Amadou Doumbia, Account Manager, CRED Communications Ltd

This past 5 May saw me hosting my first event for the Hong Kong PR Network (HKPRN).  The network was founded in 2008 to bring together junior and mid-career communication professionals, looking to network and learn from industry experts. I joined the leadership team due to my passion for the PR industry as well as organising events.  With the support of the network, the May event explored the theme “Communication & Reform – The Evolving Role of Communications Strategy in Social Change”.

My goal was to address how important strategically planned communications were to gaining public support, as well as how communications professionals could adopt the latest industry practices to their careers. Overall, it was a great, engaging and thought-provoking event.

The evening’s panel included:

  • Joshua Wong, social activist and Time Magazine Person of the Year
  • Tom Sims, Asia Business Editor of The New York Times
  • Ashley Hegland, Regional Director of Corporate Social Responsibility at Edelman PR
  • Tony Verb, Marketer, Producer and Documentarian

The main question from the discussion was whether strategic communications could aid social change. Everyone on the panel agreed it was possible. But more importantly, they all stressed that digital was key to spreading a message. The panel told the packed audience to remember one rule in any tactic – keep the message simple. When it’s simple, it’s easy for everyone to understand your purpose. When it’s simple, it’s easy to tailor the message later for different groups. When it’s simple, you create a call to action everyone can remember.

For the communication professionals who attended, the event left them with several important takeaways:

  1. Know your audience – If you want a specific group’s support, know how to properly use the communication channels they frequent
  2. Be clear, be simple – Make sure your message is relatable and easy to understand to everyone
  3. Have a purpose and stick to it – As your key strategy, your purpose should define all of your communication efforts. People might forget a product, but will always remember a purpose
  4. Master social media – Social and new media are now just as important as traditional channels. Know what’s available, and master how to apply them

It was a great honour to organise the May event for HKPRN. With over 100 professionals in attendance. As an Account Manager for CRED Communications, the network offers me the chance to not only stay on top of new industry practices, but also ensure they’re effectively applied to our client’s campaigns.

To learn more about my work with The Hong Kong PR Network, please contact: amadou@credcommunications.com

Quotes from speakers:

Tom Sims: “The world is now digital. You cannot expect to gain public support, especially with rapid turnaround, without using digital. But what’s more important is how you use digital. It isn’t enough to just spread a message and expect an audience to appear.”

Tony Verb: “Relevance should always be a concern in communication efforts. If you’re trying to share a message across the world, you need to make sure the message is just as relevant for someone in Hong Kong as it for someone in the US.”

Joshua Wong: “Without Facebook there would be no Occupy Central, without Facebook there would be no Joshua Wong. It really was that simple. We set up hash tags and encouraged people to share images such as themselves wearing black t-shirts or carrying yellow umbrellas. Within just a week we had 30,000+ followers on Instagram.”

Ashley Hegland: “Having a clearly defined and passionately communicated purpose to what you do is key component to consumers today. They want to know where your ingredients come from; how sustainable is the packaging of your product; does your company support fare wages for all workers. These factors make today’s businesses stand out.”

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