Pioneering a Culture of Care: 24 Years of Community Ambassadors
In 2001, a single internal email sparked a movement. Bobo Leung, Senior Manager of Community Relations at Swire Properties, launched the “Community Ambassador Programme,” the company’s first employee volunteer initiative. Starting with 43 volunteers, it has now grown into a powerful force with over 33,000 participants and more than 1,000 community events – embedding care into the company’s culture.
📚 Highlighted Initiatives: “Books for Love”, “Little Construction Hero”, “Kidswear Charity Sale”
Working closely with NGO partners, the programme has launched diverse initiatives centred on education, the environment, and family. Examples include:
📖 Books for Love: Over 320,000 books collected in 2024, raising nearly HK$1.4 million for charity.
👕 Little Fashion for Love: A kidswear charity sale that promotes sharing and environmental awareness.
🏗️ Little Construction Hero: Engaging children in placemaking and introducing them to architecture and design.
🧡 Family Involvement and Values That Last
For Bobo, one of the most touching aspects is volunteering with family. Her son joined his first event at the age of one and is still actively involved at 17. Many colleagues also bring partners and children, creating a multigenerational, community-rooted support network.
🧭 Looking Ahead: From “Company Volunteers” to “Community Co-Creators”
The programme will celebrate its 25th anniversary in 2026. Looking ahead, Bobo hopes to:
Inspire more employees, families and even tenants to take part
Build deeper, community-based partnerships
Integrate volunteering into daily life
🌱 Final Quote
“Do the right thing – and do the joyful thing. Love adds up.”
📚小編導讀時間📚
讓關懷成為文化：社區大使計畫走過 24 年
Bobo Leung 剛加入太古地產不久，心裡萌生了一個念頭：我們可以不只贊助活動、不只是出錢，還能親身投入，把企業的力量與人的溫度結合起來。她寫了一封電郵，向全公司發出一個邀請：「如果你願意一起為社區出一分力，請回信給我。」
43 位同事回覆了她——那是「社區大使計畫」的起點。
二十多年後，這個小小的開端已成長為一個動員超過 33,000 人次、舉辦逾千場活動的義工網絡，不僅連結員工與社區，更把「共好」植入公司文化的核心。
📚 代表性活動：「書出愛心」、「小小英雄營建日」、「童裝義賣」
在 Bobo 團隊與 NGO 合作夥伴的攜手下，多個以教育、環保與家庭為主題的活動誕生。例如：
📖 書出愛心 Books for Love：2024 年募集超過 32 萬本書，籌得近港幣 140 萬元，捐助慈善機構。
👕 Little Fashion for Love：童裝義賣與家庭活動，教孩子學習分享與環保。
🏗️ Little Construction Hero：讓小朋友認識建築與城市設計，從小培養社區意識。
🧡 家庭也能參與，志工精神傳承下一代
對 Bobo 而言，最感動的是「一家人一起服務社區」：她的兒子從 1 歲就參加活動，至今 17 歲仍是忠實志工。許多員工也會帶著伴侶與孩子一起參與，形成跨世代、跨家庭的連結網絡。
🧭 展望未來：從「公司志工」走向「社區共創者」
2026 年將是社區大使計畫 25 周年。Bobo 表示未來希望能：
鼓勵更多員工、家庭與租戶參與
建立「以社區為本」的合作夥伴關係
讓志願服務成為日常生活的一部分
🌱 總結：
「做對的事，也做讓人快樂的事。愛是可以累積的。」