Two political parties have launched publicity campaigns to shore up their image in the run-up to September's Legislative Council elections. Both the Liberal Party and the Democratic Alliance for Betterment of Hong Kong have opted for creative designs in an attempt to boost their popularity. But their designs will not win the hearts of the public, one image expert says. The Democratic Party is not planning similar tactics, saying its resources are better spent on public campaigns such as the July 1 march. Since last month, the Liberal Party has hung a series of five posters - featuring a background of blue sky and white clouds - by escalators at some MTR stations in the New Territories East constituency, where party chairman James Tien Pei-chun is widely expected to run for election. Each poster poses a question on a social issue, ranging from domestic violence to shrinking savings. Beneath the question are the words: 'The answer is forthcoming ...' The bottom of the poster carries the promise: 'The summer of 2004. A different summer.' The Liberals hoped to deliver a message that there were many issues close to people's daily lives which needed to be addressed, not just political issues, said Wong Chiu-kiu, the party's chief executive. 'This summer is special because of the Legco election ... and the Liberal Party's running for geographical constituencies,' Mr Wong said. Compared with the Liberal Party, the DAB has opted to be more straightforward in putting its message across. Promotional material for its 'Let's Go! Hong Kong!' campaign, launched last month, include a large display depicting a hammer destroying a photo of Hong Kong on one side, and a jigsaw puzzle featuring the same photo being reassembled on the other. In an apparent attack on its pro-democracy rivals, the display - which appears on the sides of buses and MTR and KCR billboards - carries the slogan: 'Destruction is easy. Treasure construction.' DAB chairman Ma Lik said the party's message was that people should be more 'constructive' in building society. 'We hope [the publicity campaign] can improve the DAB's image, so as to let people know that we are working for the best of Hong Kong,' Mr Ma said. Charles Ng Chau-chuen, a brand consultant for Maxi Communications, praised both designs, but on the whole was not impressed with either. 'They just present facts to the people, but cannot touch their hearts,' he said. Democratic Party vice-chairman Lee Wing-tat said publicity gimmicks such as the posters left little impression on the public, unlike the Democrats' campaigns, such as mobilising people to join the June 4 candle-light vigil and July 1 march.
