Long-term Aims and Development Direction


On one hand, Hong Kong is a consumer society, with citizens focusing on new and eye-catching commodities wrapped in a large amount of disposable packages in their daily life, without noticing the heavy social burdens caused by the consumption. On the other hand, watching movies is a prevalent consumption activity of Hong Kong citizens. Therefore, promoting environmental education through watching movies would be a widely accepted and effective way to do so.


Hollywood style blockbusters are commonly watched by people in Hong Kong, but not other film genres such as documentaries, art films and independent animations. In these film genres, there are quite a number of organizations or directors with social responsibilities who took videos of environment protection and conservation from a humanity perspective. Mainland China and Taiwan have been holding ecocinema festivals to raise the public awareness of environmental conscious long time ago as a form of civic education.


Film is relatively more accessible to the public, among all the other forms of art. There should be regular local ecocinema festivals in Hong Kong as soon as possible, so that the citizens could reflect on the current eco issues by participating in the festivals. The global ecological crisis is imminent. This project is the first ecocinema festival in Hong Kong. From the appreciation and creation of eco films, community exhibitions and creative markets, people of all walks of life would understand how the wastes and food wastes affect our lives. They would reflect on the sustainability development in the city, with empathy, moral and civic responsibilities aroused as being world citizens. They would also unleash their creativities to foster the proactive environmental actions of the public, to respond to the environmental policy in Hong Kong, which would set up an environmental culture of ”use less, waste less”, and improve and conserve the Hong Kong environment in the long-term.




  • Knowing the Pressing Needs of Taking Environmental Actions:

“The Ecocinema Community Screening” let the citizens understand the situations and aftermaths of human-beings wasting the resources of the Earth. The citizens would then understand with empathy the harm caused by the eco crisis to other people and to themselves, and they would reflect and know the pressing needs to take environmental actions.


  • To Advocate and Promote Green Living:

From the screenings of eco films, ”use less, waste less” community exhibitions and creative markets, this project advocates environmental protection culture and propose green living lifestyle and the possibilities of practicing it.


  • Individuals Turning Environmental Conscious into Actions with Art Creation, Constructing a Sustainable City for the Future of Hong Kong Development:

With muti forms of art creation, including ecocinema appreciation writing, creation of eco animations and videos, and new food wise menu, the project activities let the participated citizens turning environmental concepts (reduce, reuse and recycle) into expressions and actions directly and actively. The participated citizens could look for the solutions for the environmental problems through the creation, become the new impetuses of green living, and to create a sustainable city for the future of Hong Kong development.


  • From Personal Influence to Other Citizens About the Concerns and Participation in Environmental Conservation, with the Aim of Promoting Green Living Actions in the Society:

It is particularly important for people in different sectors of the society to participate in the issues of environmental protection. The project would advocate the participants to actively express their thinking in online media through eco videos, so as to influence their families and friends on the concerns and participations on environmental protection.


  • Fostering The Social Exchange of ”Use Less, Waste Less” Environmental Culture in the Community:

The “use less, waste less” campaigns would be promoted by exhibitions, screenings and awards ceremonies, fostering the social exchange on environmental culture between different schools and communities.


  • To Promote the Sustainable Development of ”Use Less, Waste Less” Environmental Education:

From the environmental protection data base, the published information booklets, and the lending services of eco films in the web page of this project, teachers are provided with the teaching materials of eco videos, while students would be advocated to participate in environmental social actions.