Thousands of campers gathered at the Lei Yue Mun Park Holiday Village to take part in a 30-hour fast to raise funds for relief and development projects in the Third World. Organised by Commercial Radio II and World Vision Hong Kong, the 30-Hour Famine campaign was aimed at giving Hong Kong people the experience of hunger and encouraging them to help those in less fortunate countries, struggling to break the vicious cycle of poverty. The event is in its 14th year. The theme of the campaign this year was 'Save the Kids' which was aimed at increasing public awareness of the suffering endured by poor children throughout the world. Funds raised from the campaign will be spent on transformational developments and helping needy people in the Third World. At the opening ceremony of the charity campaign, the chief officiating guest was Tung Chee-hwa, Chief Executive-designate of the Hong Kong Special Administrative Region. Following the opening ceremony, some educational games and activities were organised by campers and Canto-pop artists including Ekin Cheng, Edmond Leung, Kelly Chen, Julian Cheung and Halina Tam.