"Striding On" is a community betterment programme that includes the "21-Day Challenge", a charitable digital campaign. This campaign aims to inspire individuals of all ages and backgrounds to embrace new challenges and perspectives as a means of self-improvement. Participants not only acquire new skills and knowledge but also contribute to the betterment of the community, aligning with the Club's ethos of "progressing together for a better future". To support this cause, the Hong Kong Jockey Club pledged to donate HKD 365 to UNICEF HK for the first 10,000 users who completed all 21-day tasks on a given topic. This campaign was a resounding success, with over 100,000 participants and an 85% task completion rate. To reach a wider audience, this through-the-line campaign utilizes various mediums such as TV commercials, OOH displays, campaign sites, digital banners, eDMs, and social media posts.
Inspired by the well-known Chinese proverb, "a journey of a thousand miles begins with a single step" (千里之行 始於足下), this campaign emphasizes the importance of taking the FIRST STEP and being PERSISTENT in working towards one's goals, regardless of what they may be. Research suggests that it takes approximately 21 days to fully form a new habit. This duration is attributed to the amount of time required for new neural pathways to be fully established in the brain. Therefore, this campaign name and mechanics were designed around the 21-day timeframe, encouraging participants to take on new challenges and develop new habits over this period.
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This campaign was launched in two stages. During the first phase, participants were inspired to pursue sports and healthy living, led by three distinguished icons: Sarah Lee, the first female world champion cyclist from Hong Kong; Rex Tso, a world-class boxer; and Joao Moreira, a champion jockey. All three have endured the highs and lows of their careers, but through dedication and determination, have emerged stronger and better. In the initial phase, these sporting icons served as mentors, motivating participants through online coaching lessons and tasks in three areas of focus: building leg muscles, working out at home, and adopting healthy eating habits.
During the second phase, this campaign theme shifted to the arts, with a focus on dancing, drawing, and music. This phase was led by three prominent figures in their respective fields: Sunny Wong, a celebrated choreographer; Alice Mak, a renowned cartoonist; and Leon Ko, a brilliant composer. As mentors, they inspired participants to embrace their creativity and hone their artistic skills.
Throughout the 21-day campaign, a diverse range of content was created to engage participants. This included articles, short videos, mini-games, downloadable content, and actionable tasks designed to encourage participants to take action and develop new habits.
Campaign site:
A total of 36 short instructional videos were produced, aimed at teaching participants new skills in a user-friendly and accessible manner.
Short videos:
To enhance the entertainment value of the campaign site and encourage participants to remain engaged and complete the tasks, mini-games were created for each mentor. These games were designed to be fun and engaging, creating an enjoyable experience for users while they worked towards their goals.
Mini-games:
This campaign also included a variety of other content, such as articles covering different topics related to sports, healthy living, and the arts. Additionally, downloadable images were made available to participants, serving as visual aids to support their learning and development. Tasks requiring participants to take action were also included, such as daily exercise routines, healthy meal planning, and artistic challenges to promote creativity and skill-building. All of these content types were designed to provide participants with a comprehensive and engaging experience throughout the 21-day challenge.
