I'm Ricky 👋, a brand & communications specialist.

The brief. Two roadshows, January and June 2026. Each ran multiple sessions across different venues over a few days, for 400 to 600 guests, with the polish a private bank expects.

The delivery. I sourced and negotiated the venues, managed the invitation flow, planned menus with the caterers, wrote the run-downs, coordinated logistics between venues, and worked the floor on event days.

The receipt. The January booking led to the June one. Freelancers live on repeat business, and that second call is the review that counts.

Challenge. RMHC's relationship with McDonald's and UNICEF's media partnerships became lightning rods overnight. Every post risked a comment war, and the people caught in the middle would be the families and children both charities serve.

The play. I wrote the line-to-take playbooks, and the list of what we would not answer publicly. I advised colleagues on their personal social media so a staff post never became the story. At UNICEF we localised HQ guidelines, moved service complaints into DMs, and used dark posts with A/B tests to keep campaigns in front of supportive audiences. Emergency appeals, like the Philippines typhoon response, gave people something constructive to act on.

Result. Both charities kept fundraising through the whole period without a single self-inflicted escalation. The playbook stayed in use for later emergencies, and the colleague advisories became standing internal guidance.

Publications. RMHC Hong Kong Annual Reports 2017 & 2018 and District Council work reports 2016 & 2017: copywriting in Chinese and English, photo direction, layout and typesetting, published online and in print. Plus the BOC Life HK Premier League Official Fans' Guide 2018/19.

Partnerships & events. Sponsorship activation and account servicing for HKFA partners, McDonald's Hong Kong donation appeals for RMHC, press conferences, award presentations, and community programmes that connected league clubs with local NGOs.

The challenge that stuck. A weight-loss video series turned one colleague's fitness journey into a fundraising campaign that raised HK$100,000 for RMHC Hong Kong. The best story we had that year was sitting at the next desk.