Richmond Fellowship: Mental Health Advocacy Campaign

Overview

Background

Richmond Fellowship of Hong Kong is a leading NGO providing mental health and psychiatric rehabilitation services to individuals and families affected by mental illness. In 2025, the organisation sought to raise public awareness of mental health issues, reduce stigma and advocate for stronger policy support through a strategic communications and media campaign.

Radiance supported Richmond Fellowship in developing a medical communications strategy that combined public education, policy advocacy and high-impact media outreach. The campaign emphasised real stories, expert voices and evidence-based messaging to shift public perceptions and influence decision-makers.

Objectives

• •Increase public awareness and understanding of mental health and recovery
• •Reduce stigma associated with mental illness through authentic storytelling and education
• •Secure high-impact media coverage across news, health and current affairs platforms
• •Support policy advocacy efforts by demonstrating public interest and need
• •Position Richmond Fellowship as trusted expert resource on mental health in Hong Kong

Strategy & Approach

Radiance developed a multi-channel communications strategy that combined earned media, expert positioning and strategic event activation. We worked closely with Richmond Fellowship's leadership and programme teams to identify compelling human stories and policy messages that would resonate with both general audiences and policymakers.

Our media strategy prioritised high-reach, credible outlets including broadcast television and specialist health media, recognising the importance of trust and authority when communicating on sensitive health topics. We also coordinated media engagement around key moments such as Mental Health Month and programme milestones to maximise relevance and newsworthiness.

Key Activities

• ✓Medical communications strategy tailored to mental health and NGO context
• ✓Policy advocacy messaging and materials preparation
• ✓High-impact media outreach targeting news, health and current affairs desks
• ✓Media interviews coordination with spokespeople, service users and clinical experts
• ✓Event planning and media coordination for public engagement activities
• ✓Ongoing media relations and coverage monitoring

Results

The campaign successfully elevated Richmond Fellowship's profile, contributed to public discourse on mental health policy and reinforced the organisation's role as a trusted leader in Hong Kong's mental health sector. Coverage on TVB and specialist health platforms provided credibility and reached diverse audience segments including service users, families, healthcare professionals and policymakers.