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Cathay Pacific AirwaysChange Makers Campaign

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With the aim of rejuvenating the airline’s community engagement strategy, Cathay Pacific launched 'Cathay ChangeMakers' in early 2019. This initiative paid tribute to and raised awareness of the work of Hong Kong people who have made positive contributions to society. 5ives was appointed to assist in the launch of the initiative, helping to extend outreach to the target audiences, build campaign awareness and reinforce the airline’s approach to community engagement, which sought to embrace both social innovations and shared value creation.


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