La MTR di Hong Kong collabora con un attore sulla sicurezza delle scale mobili.

Mass Transit Railway (MTR) in Hong Kong has teamed up with Hong Kong-based ad agency The Bread Digital and well-known actor Kent Cheng on a public escalator safety campaign, MARKETING-INTERATTIVO reports. The move was prompted by data showing that elderly passengers account for nearly half of all escalator accidents. The "JUST stand firm" campaign features Cheng — whose name in Chinese phonetically resembles the English word "just" — as spokesperson. Known throughout Asia by both older and younger generations, Cheng gained fame recently from completing a marathon earlier this year. The campaign centers on a video of Cheng leading fellow runners into an MTR station and performing a fun, musical number that demonstrates safe escalator etiquette.