HKJC 140th Anniversary Campaign

Challenge

When Hongkongers hear “The Hong Kong Jockey Club,” most think of its multi-billion-dollar betting and lottery revenue. Research shows 77% link the organisation to horse racing, 69% to gambling, and only 25% to charity—despite HKJC being one of the world’s leading charitable donors, contributing 75% of its revenue to the community. As its 140th anniversary approached, the challenge was clear: transform perceptions from “a racing organisation that does charity” to its true identity—“one of the world’s largest NGOs that uses racing as its unique funding mechanism.”

Inspiration

For 140 years, the Hong Kong Jockey Club has funded hospitals, schools, parks, and social programmes, contributing 75% of its revenue to the community. Yet most Hongkongers still see it as a racing organisation that does some charity. The truth is HKJC’s impact thrives in partnership with the people—their passion for racing fuels this unique not-for-profit model. As the 140th anniversary approached, the challenge was to reveal this hidden alliance and honour Hongkongers as the true heroes behind decades of progress, reframing HKJC as one of the world’s most valuable social institutions.

Idea

Our central idea flipped the anniversary narrative on its head. Instead of celebrating itself, HKJC would use this milestone to celebrate and thank the people of Hong Kong—recognising that every social achievement over 140 years had been made possible through their collective participation. The concept, You Make Good Possible, positioned HKJC not as the creator of social good but as the amplifier of Hong Kong’s collective will—the channel through which ordinary activities become extraordinary community benefits.

Growth

The transformation from identity paradox to community cornerstone marked a turning point for HKJC. The campaign significantly boosted brand awareness, strengthened credibility, fostered greater trust among the public, and deepened understanding of HKJC’s mission. By reframing its identity as a partnership with Hongkongers, the 140th anniversary celebrations honoured the city’s residents as the true heroes behind decades of progress, inspiring pride and a shared commitment to building a better Hong Kong together.