Proposed Publicity Strategy for the advertising campaign to encourage Early registration as BN (0)S
Annex E
22 Annes
I.
III.
Zatroduction
Services
This paper, prepared by the Information Department, outlines publicity proposals for the 1992/93 BN (O)s advertising campaign for consideration and endorsement by the Steering
Group.
2.
The campaign is accorded major campaign status with a budget of $800,000 for 1992/93.
Objective
2.
The campaign aims to forewarn and advise those who are eligible for registration as BN(0)s to apply in good time should they wish to hold, or be included in à BN(0)
before 1 July 1997, prior to the Order in Council prescribing cut-off dates for BN (0) registration.
4. way for
passport
The advertising campaign will pave the a phased programme of BN(O) registration, run from 1993 to 1996, which will be similar in concept 10 the renewal of identity card exercise, the potential target group being called forward by age group.
Strategy
5.
hinges level
0%
The success
of
upon
日 careful
be
created and
this advertising campaign balance of the awarness the response it elicits
from the general public and From the Chinese. This balance can only be achieved if the campaign maintains the flexibility to react as and when it is required to do so.
€.
The campaign components listed in the Strategy paper are regular publicity tools serving different purposes, —While APIS--ON—TV and radio can create 2 general awarness of an issue, printed materials and press advertisements provide more detailed information to the target groups.
7.
A11 information and messages provided Will be simple, straightforward and factual, The tone and weight
the information/messages in each of the publicity components will be carefully tuned to achieve the desired effects.
Of
12.
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