OHH Dear Communications

Engaging silver-aged models to provide one-stop marketing solutions while promoting active ageing

OHH Dear Communications Company Limited established the first "silver-aged" model and marketing agency in Hong Kong with the objective of promoting active ageing through engaging elderly to provide modelling service.

Riding on the success of the start-up project supported by the SIE Fund in 2017, the team proposes to expand the business from modelling service to a talent agency cum media firm. It targets at providing integrated one-stop solutions for advertisers and marketers on top of the existing senior modelling service. The venture aims to amplify the social impact on advocating active ageing and promoting an age-friendly environment.

The new initiative consists of a talent hub and a media platform. "Silver-aged" talents from diverse backgrounds will be recruited and given professional training in modelling, social media skills, etc. The trained talents can then provide modelling service as well as deliver project-based marketing service for online media. A lifestyle-oriented online platform targeting at the silver generation will be launched. The platform will offer digital media service and one-stop marketing solutions to corporate clients. It will crossover with young and up-and-coming YouTubers, key opinion leaders (KOLs), bloggers and youth organisations to co-design cross-generation contents.

Talent Hubs

• Engaged 27 Silver Models from the existing team and recruited 30 seniors as new models; generated over $1,376,000 from 152 modelling jobs
• Provided the Silver Models with 106 training hours related to drama and acting, model posing and casting technique
• Recruited six seniors as ambassadors
• Provided the ambassadors with 22 training hours related to social media content creation, graphic design and basic photography

Media Platform

• Launched an online media platform "50Plus Hong Kong" comprising a Facebook page, a website and a YouTube channel, which aims at providing lifestyle news and information specialised for the young-old. A total number of more than 31 700 followers/ subscribers was recorded
• Produced 138 articles, photos and videos promoting positive and active ageing as well as mental health

Publicity and Network

• Received 27 interviews from local media
• Completed six public relations projects and seven campaigns; attended 12 community/public online/offline events
• Collaborated with YWCA to provide two pro-bono catwalk training sessions for an inter-generation catwalk show