An effective way to help people foster their own strength to master over their affairs is through the process of empowerment. The ability to access information is crucial for increasing an individual's sense of autonomy. The media, being such a channel, inevitably plays an important role in the empowerment process. The appropriate use of media and the awareness of media influence, especially on children, are among some of the community needs that we recognize.

Project Communications addresses the above needs and is funded by the Hong Kong Jockey Club Charities Trust. A total of 4.2 million is granted to this three-year project. The programs are to be implemented by our Communications Centre and Media Education Project Officer to promote media education in primary schools.

Through audio-visual productions, the Communications Centre would empower vulnerable groups such as ethnic minorities, drug abusers and elders to share and express their needs with the appropriate use of media. The interaction between different social groups helps to develop mutual trust and solidarity hence leading to social cohesion.

As a sense of media awareness in early ages is crucial, we have planned and organized a Stand Up Show & Talk tour to primary schools. A media awareness quarterly newsletter will be published and distributed to primary schools to help elevate children's alertness to the message behind the media. Furthermore, a yearly survey on children's behavior and the media will also be conducted in order to enhance community knowledge on media education movement.