Her Majesty’s Government

Humanising the GREAT campaign for China

Covid-19 has meant Chinese audiences are unable to easily visit the UK. Her Majesty's Government wanted to ensure that the UK remained top-of-mind with investors, students and travelers in China.

Through Hot Pot's previous insight work with the British Government, we had uncovered that audiences in China wanted to hear from their peers to truly connect with stories of the UK. We helped to tell those stories.

Our '英国不只是' campaign focused on breaking down stereotypes of the UK and answering them with stories told by a diverse range of Chinese ex-pats in the UK.