APACD Sustainable Communications Programme

A team of six PRA students joined the 2nd Sustainable Communications Programme organized by the Asia-Pacific Association of Communication Directors (APACD) in Fall 2020 as their practicum. The programme aims to create a virtuous circle where both students, mentors and NGOs can be benefited by working together. This year, our students partnered up with experienced mentors from Invesco, HSBC and Values Partner Group to help Enrich HK, an NGO that focuses on financial empowerment of migrant domestic workers in Hong Kong, refine its social media platforms and promote its meaningful work to a wider audience.

After a gruelling two months, the team proudly presented their accomplishments and strategic plan to all NGO partners, mentors, APACD members, and other student participants at the finale event hosted at the University of Hong Kong on 27th November 2020. As commented by one of the mentors Laine Santana, Head of Communications of HSBC:

“The team did an excellent job in using communications to solve real problems, working at pace to deliver quick wins while helping the NGO with its long-term plans. Bringing together professional practitioners and students is a great way to exchange ideas, learn from each other and use diverse experiences to do something meaningful for the community.”

All students were very pleased to join this programme and said that it was a wonderful experience to gain hands-on experience and test out the theories they have learnt at school in a real-life setting, guided by experienced mentors and mentee leads. The Department will continue to support this programme to let more students grow under expert tutelage.

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