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Government to mount publicity campaign for elderly
A massive publicity campaign to educate the public, in particular the elderly on pedestrian safety, will be launched by the Government.
A commercial advertising agency has been commissioned to produce the publicity package for the Road Safety Council.
At yesterday's (Wednesday) meeting chaired by Deputy Commissioner of Police, Mr Wong Tsan-kwong, the Council endorsed the package planned and executed.
Targeted mainly at the elderly, the package comprises Television Announcements in Public Interest (TV API), Radio APIs, leaflet, posters, tram body advertising and bus body advertising. The TV and radio APIs will be launched in October and the rest, later this year.
The TV API features an elderly crossing a busy road, heedless of traffic while the road safety messages are being conveyed by the lyrics of a jingle sang by children, Filmed in black and white, the TV API creates a realistic and documentary mood which enhance the tragic consequence of a road accident.
The radio APIs give out road safety messages through dialogues in a dramatic and light-hearted manner. Set against the background of Chinese opera, taichi and Chinese temple, the three radio APIs capture the interests of the elderly by employing languages and scenarios which they can identify with.
"The elderly have proved to be vulnerable victims in traffic accidents. They take little heed of their own weakening physical conditions and reflexes when the road environment in Hong Kong has become increasingly dangerous and complicated.
"Among mounting concern on the recent cases of road accidents involving the elderly, the publicity campaign is essential and timely," said a Council spokesman.
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