ENG-2003 — Page 430

COMMUNICATIONS, THE MEDIA AND INFORMATION TECHNOLOGY

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Publicity to Combat SARS

During the SARS outbreak, the ISD played a key role in the Government's campaign to raise the public's awareness of the disease and how to guard against infection.

The Publicity Division produced a wide range of multimedia materials which included leaflets, posters, signage, and radio and TV Announcements in the Public Interest (APIs). Advertisements were placed in newspapers and health messages were displayed on public transport and at outdoors areas frequented by the public.

Altogether, 21.5 million leaflets were published in a total of nine languages (including Chinese and English) to ensure the anti-SARS advice reached all sectors of the community. The seven foreign languages were Filipino, Indonesian, Japanese, Nepali, Sinhalese, Thai and Urdu. The radio and TV announcements were also broadcast in different languages by arrangement with the consuls general or honorary consul of the countries concerned.

In addition, leaflets giving information on SARS were provided to visitors on arrival at the airport. These leaflets were published in Filipino, Hindi, Indonesian, Japanese, Korean, Malay and Thai for visitors from Asia and in Dutch, French, German and Italian for visitors from Europe.

By the end of March, six TV and five radio APIs had been given saturation airtime to convey SARS-related messages. During the course of the outbreak, 17 TV APIs and 20 radio APIs were broadcast over 12 000 minutes of TV airtime and 16 000 minutes of radio airtime. Altogether, 158 000 posters were produced, and these were displayed at prominent locations throughout Hong Kong.

The Internet proved a direct and effective means to disseminate SARS-related information to the public. A dedicated website launched in mid-March contained all press releases, updates and public health information released during the outbreak. Press releases and updates for public viewing were carried on the Government's home page and its dedicated news website.

In addition, the department produced a bilingual daily SARS Bulletin between April and June to convey key messages in a consistent and coordinated manner. The bulletin was sent electronically to chambers of commerce, consulates, business organisations, the tourism sector, and the transport and logistics sector.

The bulletin provided a ready source of factual information to update interlocutors, local and overseas stakeholders and overseas contacts and media on measures being taken in Hong Kong to contain the spread of the disease and, later, to relaunch Hong Kong economically.

Promoting Hong Kong Overseas

Europe

The Chief Executive, Mr Tung Chee Hwa, visited London and Paris in November to renew ties with political and business leaders there and to brief them on Hong Kong's latest economic, political and social developments.

In London, Mr Tung met the Prime Minister, Mr Tony Blair, and stressed Hong Kong's importance as a business hub, underlining the significance of Hong Kong as the leading platform for British companies wanting to enter the enormous and fast- growing Mainland market. The Chief Executive delivered a keynote speech at the Hong Kong Trade Development Council (HKTDC) Annual Dinner and officiated at