Majoring in English Studies, student Abby Cheng (third from right) earlier won the 2015 Young PR Professional Competition organized by the Council of Public Relations Firms in Hong Kong. Contest participants were required to develop a six-month integrated public relations plan to promote a fictional government health awareness campaign targeting the social concern of binge drinking among local youths.
Through marketing tactics, pop-up events and social media platforms, Abby promotes being a “soberock” or enjoying alcohol without getting drunk under the premise of “we can still party rock without drinking till we drop”.