'Be smart and report corruption’, ICAC tells young people
2008-10-12
The ICAC will target the younger generation in its new advertising campaign, with TV and radio commercials urging young people to “be smart and report corruption”.
“The new advertisement aims to remind young people to adopt a ‘'91zero tolerance’ attitude when they come across corruption at their workplaces,” said Principal Education and Mass Communication Officer Mrs Vanessa So Cheung Lai-ying.
According to the latest ICAC Annual Survey, up to 80 per cent of respondents aged 15 to 24 indicated their readiness to report corruption to the ICAC.
The new Announcement of Public Interest (API), entitled “Blind Eye”, features three young citizens working in the property management, catering and business fields respectively.
In the advertisement, they are first seen wearing eyeshades, symbolizing that they are turning a blind eye towards corruption.
Having realised the disastrous consequences of tolerating graft, they decide to “act smart”. They remove their eyeshades and come forward to report corruption.
“To speak the language of the younger generation, the main characters of the advertisement as well as the narrators are all played by young artists while the messages are being presented in a lively manner,” Mrs So added.
Apart from TVs and radios, the “ Blind Eye” advertisement will also be put on the Internet and the infotainment channel of public buses to maximise its reach to young people.
In parallel, the ICAC will also launch an API, entitled “ Tolerance is Virtue ”, targeting at the general public. The advertisement emphasises that “when it comes to corruption, tolerance is never an option”.
“The new advertisement aims to remind young people to adopt a ‘'91zero tolerance’ attitude when they come across corruption at their workplaces,” said Principal Education and Mass Communication Officer Mrs Vanessa So Cheung Lai-ying.
According to the latest ICAC Annual Survey, up to 80 per cent of respondents aged 15 to 24 indicated their readiness to report corruption to the ICAC.
The new Announcement of Public Interest (API), entitled “Blind Eye”, features three young citizens working in the property management, catering and business fields respectively.
In the advertisement, they are first seen wearing eyeshades, symbolizing that they are turning a blind eye towards corruption.
Having realised the disastrous consequences of tolerating graft, they decide to “act smart”. They remove their eyeshades and come forward to report corruption.
“To speak the language of the younger generation, the main characters of the advertisement as well as the narrators are all played by young artists while the messages are being presented in a lively manner,” Mrs So added.
Apart from TVs and radios, the “ Blind Eye” advertisement will also be put on the Internet and the infotainment channel of public buses to maximise its reach to young people.
In parallel, the ICAC will also launch an API, entitled “ Tolerance is Virtue ”, targeting at the general public. The advertisement emphasises that “when it comes to corruption, tolerance is never an option”.