Young people are full of creativity, social media is a tool for them to showcase their talents and grab the chance to become influential KOLs. In order to allow young people to develop their career in this field and master the knowledge of being a KOL, the Foundation organised On Air KOL programme with media group HK01 as the co-organiser. The programme integrates training and competition that reinforces our mission “For Our Youth, For Our Future”, provides opportunities for the youth to develop their interests into a career and to realise their dreams.

The programme received over 100 applications. At the first round of selection, 50 participants attended basic professional training sessions and with topics ranging from mindset management to market analysis and personal development planning. Twenty participants were then shortlisted to attend a series of more comprehensive trainings on personal brand building strategies, career planning, video production, public speaking skills and marketing analysis, etc. Participants expressed that the programme allowed them to deepen their understanding of this field and develop their own career goal. The skills and information learnt are also useful for perusing their career as a KOL. After the training, participants accepted challenges including establishing their own social media accounts, Youtube channels and Q&A sessions.

The final contest for the top 10 participants was held on February 7.  They showcased their talents through videos and other live performances such as drama, dance, rap etc. Besides, they also interacted with the judges on stage. The judging panel included Executive Vice Chairman of the Foundation - Mr. Kenneth Fok, emcee of TV channel - Mr Bob Lam, former TV anchor - Mr. Ng Ka Him, model - Ms. Eunis Chan and movie director – Mr. Wong Wai Yin.  Among the awards for the “Most Popular KOL 2021”, 30% of the scones are based on judges ‘results and 70% are by public voting. Winners received cash rewards and performance contracts with HK01. The initiative offered the platform for local youth to become a new generation of key opinion leaders (KOL).

Awardees include the following:

Most Popular KOL 2021 – Sam Lau (Athlete)

Key Leader 2021 – Katarina (Model and yoga tutor)

Most Stylish KOL 2021 – Caterine (University student)

Most Potential KOL 2021 – Tsui (Travel vlogger)