Lei, Man LongMan LongLei2025-12-152025-12-152025-11https://dspace.usj.edu.mo/handle/123456789/6745This research focuses on the cooperation between a Macau-based small and medium enterprise (SHUYI Sign Language Education Studio), a local theatre group, and a local political committee. The cooperation aimed to boost public awareness of sign language education and cultural accessibility through arts-based projects. Drawing on a communication strategy model suitable for SHUYI and integrating insights from scholar Carmen Zita Monereo’s research on cooperation between enterprises and cultural institutions, the partnership utilized Facebook for promotion to establish a structured communication mechanism with clearly defined roles. Observations of SHUYI and its partners support the development of a ""Mutually Beneficial Partnership"" model. The research examines the mutual benefits derived from the collaboration among the three parties. A mixed-methods approach was employed, incorporating semistructured interviews and secondary data analysis. The findings demonstrate that SHUYI achieved measurable success through the implementation of the ""Mutually Beneficial Partnership"" model on Facebook. Furthermore, the research identifies risks associated with a constrained market and inconsistent policy or financial support for joint initiatives.enCommunication StrategyFacebookSign Language EducationPartnershipMutual Benefittext::thesis::master thesis