SFHK Achieves Silver in Stakeholder Engagement at the 6th Hong Kong Public Relations Award 2025 Honored for Excellence in Cross-Sector Collaboration and Comprehensive Anti-Fraud Awareness Initiatives
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(Hong Kong, January 5, 2026) S.F. Express (Hong Kong) Limited (“SFHK”) announced that it has been awarded the Silver Prize in the “Stakeholder Engagement” category at the “6th Hong Kong Public Relations Awards 2025”, in recognition of its outstanding performance in a public relations project promoting anti-scam awareness. The award-winning “All-Round Anti-Fraud Outreach Program” fully demonstrates SFHK’s proactive efforts in systematically connecting with diverse community stakeholders through external and internal cross-media communication strategies. By collaborating with the Hong Kong Police Force, the company has successfully extended fraud prevention messages to various community levels, effectively enhancing public awareness. At the recent awards ceremony, Mr.Huang Si Hai, Chief Operating Officer of S.F. Express; Mr. Steve Shum, Head of Hong Kong and Macau Region at S.F. Express; and Ms. Charlize Liu, Head of Public Affairs and Communications of SFHK, accepted the award trophy on behalf of the company.
The “Hong Kong Public Relations Awards”, organised by the Hong Kong Public Relations Professionals’ Association and regarded as the “Oscars” of the local PR industry, aim to commend outstanding PR practitioners, teams, and organisations, thereby helping to elevate the professional standards of public relations in Hong Kong. Judging is primarily based on the strategic planning, execution effectiveness, and creative impact of the submitted projects, selecting exceptional public relations initiatives that best contribute to organisational success.
Strategic Stakeholder Collaboration: Establishing a Tripartite Police-Corporate-Community Model
In response to the evolving scam threats in the digital age, SFHK has established a long-term strategic partnership with the Hong Kong Police Force, gradually extending this collaboration to multiple stakeholder layers including the community, customers, and employees. Beyond actively supporting the analysis and publicity work of the Police's Anti-Deception Coordination Centre (ADCC), the company has implemented an effective reporting mechanism. This includes frontline staff training, optimisation of customer touchpoints, and leveraging SF's online and offline network platforms to disseminate scam prevention messages more extensively and profoundly.
Innovative Communication Touchpoints: Transforming the Entire Delivery Process into Anti-Fraud Education Scenarios
In recent years, SFHK has progressively deepened its cooperation with the Police Force, adopting an omni-channel strategy to promote anti-fraud information. It has innovatively integrated these messages into every aspect of the delivery service, breaking through traditional corporate communication frameworks. Key initiatives include pioneering the industry by implementing an“ SMS Alternative Solution for Pickup Notifications”, fully transitioning to push notifications via the official SFHK mobile app to reduce the risk of fraudulent SMS messages at the source. Furthermore, SFHK actively assists the Police in promoting anti-fraud information. Examples include incorporating scam warnings and download links for the “Scameter+” app within the SFHK app and website; broadcasting Police-produced anti-scam videos on SF Media TVs in nearly 100 SFH Express Stations; arranging for over 300 operational vehicles to display anti-scam advertisements; and printing the “Anti-Scam Helpline 18222” on all packaging cartons, express bags, and document sleeves. These multi-pronged efforts significantly enhance the public's ability to identify and guard against online traps.
Ms. Charlize Liu, Head of Public Affairs and Communications at SFHK, stated, “We are honoured to receive this recognition from the Hong Kong Public Relations Professionals’ Association. This award validates our philosophy of ‘building a stakeholder trust ecosystem through our logistics touchpoint network’. We are not only committed to delivering parcels efficiently and reliably but have also successfully transformed various service touchpoints into anti-fraud education scenarios, conveying safety assurances to the public. Looking ahead, we will continue to refine our collaborative anti-fraud system and work closely with community stakeholders to contribute to building a safer society.”
SFHK has maintained close contact with the Anti-Deception Coordination Centre of the Commercial Crime Bureau of the Hong Kong Police Force, demonstrating a high degree of collaborative synergy in advancing community scam prevention work. By integrating anti-fraud information into SFHK's extensive logistics network, the messages permeate every corner of the community. SFHK has not only established efficient internal protective mechanisms but has also, with its widespread network of service points and fleet, become a key partner for the Police in promoting the “Scameter+” app and the “Anti-Scam Helpline 18222” within communities, effectively raising public awareness against scams.
Discover the details about the awards ceremony and the esteemed winners:：https://www.hkprawards.com/2025/6th-PR-Awards.html
Photo Captions
Photo 1
At the 6th Hong Kong Public Relations Awards ceremony, Mr. Huang Sihai, Chief Operating Officer of SF Express (third from left), Mr. Steve Shum, Head of Hong Kong and Macau Region at S.F. Express (second from right); and Ms. Charlize Liu, Head of Public Affairs and Communications of SFHK (first from right), accepted the commendation trophy presented by Dr. Linda Tsui, Honorary Chairman of the Hong Kong Public Relations Professionals Association (third from right). Ms. Sally Tsui, Assistant Commissioner of Police, Service Quality Wing, Hong Kong Police Force (second from left) and Mr. Ernest Wong, Chief Superintendent of Police, Commercial Crime Bureau, Hong Kong Police Force (first from left) were invited to attend and witness this momentous occasion.
Photo 2:
The Hong Kong Public Relations Professionals Association (PRPA) recently held the "6th Hong Kong Public Relations Awards 2025" awards ceremony and dinner. This year's theme was "Strengthening Connections, Enhancing Professionalism," and the opening speech was delivered by Professor Anthony Wu GBS, JP, Chairman of the Organizing Committee of the 6th Hong Kong Public Relations Awards.
Photo 3: The “Hong Kong Public Relations Awards”, organised by the Hong Kong Public Relations Professionals’ Association and regarded as the “Oscars” of the local PR industry, aim to commend outstanding PR practitioners, teams, and organisations, thereby helping to elevate the professional standards of public relations in Hong Kong. Judging is primarily based on the strategic planning, execution effectiveness, and creative impact of the submitted projects, selecting exceptional public relations initiatives that best contribute to organisational success. This award validates our philosophy of ‘building a stakeholder trust ecosystem through our logistics touchpoint network’. We are not only committed to delivering parcels efficiently and reliably but have also successfully transformed various service touchpoints into anti-fraud education scenarios, conveying safety assurances to the public.
