Since 1903, the South China Morning Post has been reporting on the local and global stories that matter to our Hong Kong readers. We remain Hong Kong’s leading English-language newspaper.

The Problem 

Hongkongers seek valid, trusted and authoritative news sources. This has become particularly apparent during recent unsettled times, which have included the Hong Kong protests and the Covid-19 pandemic.

Given recent events, local readers have questioned the transparency and validity of the press. There has also been a risingdemand from younger audiences for trusted news outlets. Attracting these readers became a new challenge for the SCMP. Additionally, in recent years, we risked alienating our local readers, as we expanded our readership to SEA and the US. This was something we needed to address.

The Idea

We wanted to speak directly to our local readers and demonstrate our legacy and commitment to Hong Kong. We decided to create a campaign that championed ‘the journalism that Hong Kong deserves’ and humanise the stories that mattered to our city, past and present.

Watch brand video