HKBU Marketing’s Jockey Club Responsible Consumption Programme competition promotes sustainable fashion among teenagers19 Jul, 2021
Themed “Sustainable Fashion” this year, the competition aimed to raise awareness of responsible consumption among teenagers. Over 600 students from 36 local schools formed 171 teams to participate in the preliminary round of the competition. They produced a 1-min video or no more 10 images to promote sustainable fashion. In view of the COVID-19 pandemic, the training workshops for this year’s competition were conducted online. Professors from the Department of Marketing shared their knowledge of sustainable fashion, responsible consumption and marketing tactics with the participating secondary school students through a series of videos that they produced in advance.
The judging panel shortlisted 30 teams, and they were invited to join the training camp and semi-final on 17 and 18 June. After presenting their creative marketing plans on randomly assigned topics, five teams were selected for the final competition.
Inspired by their visit in Garment to Garment (G2G) Recycling System in The Mills, the winning team from Holy Trinity College proposed to organise pop-up G2G activities with advertising vehicles. Not only the mobile truck could offer upcycling service to the public, it also serves as an educational tool to promote upcycling as a way to give a new life to the old clothes.
The judging panel, which was formed of representatives from HKBU’s Department of Marketing and the co-organisers, praised the finalists for the high standard of their creative marketing plans, and they expressed their hope that the younger generation can apply what they have learnt and exercise their creativity to protect the environment, and mobilise their families and friends to promote green messages together.
The competition’s co-organisers included the Education Bureau’s Business-School Partnership Programme, the Consumer Council and the HKCSS-HSBC Social Enterprise Business Centre, and the entire programme was supported by The Hong Kong Jockey Club Charities Trust.
The winners of the Secondary School Marketing Contest 2021 are as follows:
Semi-Final & Final
|Champion||Holy Trinity College|
Best Team Spirit Award
|Holy Trinity College|
|2nd Runner-up||Shatin Pui Ying College|
|Most Creative Award||St. Paul's Secondary School|
|Best Presentation Award||Holy Trinity College|
|Best Coaching Teacher||Holy Trinity College|
|Most Creative Award||Queen Elizabeth School|
|Most Relevant Award||Po Leung Kuk Ngan Po Ling College|
|Most Attractive Award||Good Hope School|
|Most Practical Award||Holy Trinity College|
|Most “Liked” Award||Fukien Secondary School (Siu Sai Wan)|
Targeting senior secondary school students, the Hong Kong Secondary School Marketing Contest aims to strengthen students’ awareness of sustainability issues in order to bring about positive changes to our society through the formulation of marketing plans that apply knowledge of responsible consumption and marketing concepts. Focusing on the theme of “Ugly Food” (2018), “Plastic Free Lifestyle” (2019) and “Sustainable Fashion” (2021), the Hong Kong Secondary School Marketing Contest attracted more than 1,200 secondary school students to join.
To learn more about the Hong Kong Secondary School Marketing Contest, please visit https://www.facebook.com/HKBUMKTContest/ or https://www.instagram.com/hkbumktcontest/.
To learn more about the Jockey Club Responsible Consumption Programme, please visit http://mkt.hkbu.edu.hk/eng/jc-responsible-consumption-programme/jc.jsp.
About the Jockey Club Responsible Consumption Programme
The Department of Marketing, which is part of the School of Business at Hong Kong Baptist University, was supported by The Hong Kong Jockey Club Charities Trust with a donation of over HK$8 million to offer a three-year environmental community education programme, entitled the Jockey Club Responsible Consumption Programme. The programme comprises three major components – a secondary school marketing contest, a public education TV programme and a research project that aims to establish a validated measure of the social impact of responsible consumption. Focusing on three designated annual themes – “Ugly Food” (2018), “Shopping Bags and Packaging” (2019) and “Sustainable Fashion” (2020-21), the programme aims to raise awareness of responsible consumption in Hong Kong and among young people, and it also hopes to educate and engage teenagers in responsible consumption behaviours.