10-year experience of advertising
Bates CHI & Partners
/ Position:Senior Copywriter
Clients I have served
Uni-president / SCJohnson /
LEE KUM KEE / Yakult / Shinho / BigBabol / Elis / Gillette / HSBC / VOLVO
mob: 138 1808 9694
Client: Joy of Life
Market: Hong Kong
Agency: Grey Shanghai & Hong Kong
Scope: Gallery exhibit, outdoor, online
Details: In some countries, a strong preference for sons over daughters still drives the practice of gendercide. A campaign centred on a photo exhibition in Hong Kong aims to raise awareness about the issue. The 'First Photo Last Photo’ exhibition, by Grey Group and NGO Joy of Life, features ultrasound images of girl foetuses. It featured ultrasound images of girl foetuses, which would be her first photo but could also be her last.Sex-selective abortion is illegal in Hong Kong, but according to the agency and NGO, "many have found ways around the law, thus creating a plight where an ultrasound scan of an unborn girl becomes her death sentence". In addition to the exhibit, the campaign also includes features in print magazines, an online galllery and outdoor placements on bus shelters and outside one of the city’s largest abortion clinics.
This is a heartbreaking practice that still lingers thanks to the entrenched grip of cultural traditions, especially in Asia. We would hope that this campaign manages to move the needle, even if just a little, although that will require an outreach strategy that gets to the audience that actually needs convincing.
From a creative standpoint, it is definitely strong work. The use of ultrasound images of female foetuses, paired with the equally blunt tagline of “first photo last photo” is a simple but clear way to deliver the message. It might be a little too brusque for some, but given the issue at hand, perhaps that is called for.
2016 Cannes Lions 4项入围