Greenpeace Hong Kong
Overtourism Campaign
Overtourism Campaign
Overview
The Overtourism Campaign was developed for Greenpeace Hong Kong to raise public awareness of the environmental impact of overtourism in Sai Kung's areas.
The campaign combined documentary photography, visual communication, and strategic storytelling to transform research findings into compelling public narratives. Beyond generating media attention, the project successfully created a policy window that encouraged the government to initiate discussions on long-term visitor management strategies for Hong Kong's countryside.
My Role
・Creative Direction
・Photography
・Key Visual Design
・Report Cover Design
・Editorial & Infographic Design
・Press Conference Props
・Social Media Visuals
・Photography
・Key Visual Design
・Report Cover Design
・Editorial & Infographic Design
・Press Conference Props
・Social Media Visuals
The Challenge
The entire campaign was delivered within a very short timeframe, requiring rapid field documentation, visual development, editorial production, and media assets under a highly compressed timeline.
The goal was not simply to produce attractive visuals, but to communicate a complex environmental issue in a way that could influence public opinion, mainstream media coverage, and policy discussions.
The Solution
I led the visual direction by combining documentary photography with a cohesive campaign identity across multiple touchpoints.
More than 600 photographs were captured during fieldwork and media events. Around 10 hero images were carefully selected and supplied to journalists, accompanied by campaign visuals, editorial layouts, and social media content to ensure a consistent narrative across every communication channel.
Deliverables
・Documentary Photography
・Greenpeace Research Report
・Report Cover Design
・Editorial Layout
・Infographics
・Key Visual
・Press Conference Materials
・Media Kit
・Press Release Assets
・Instagram & Facebook Campaign
Impact
The campaign generated significant public engagement and extensive media exposure.
Reached over 2 million people on Instagram
The selected photos were also featured on the A1 front pages of Ming Pao and Oriental Daily News
Published by South China Morning Post
Featured on TVB Scoop (東張西望), 一線搜查, Cable News, Hong Kong Economic Journal, HK01, and numerous online media outlets
Successfully elevated the overtourism issue into public policy discussion, supporting Greenpeace's advocacy for long-term management strategies in Hong Kong's countryside.
