Cancer Fund ad push urges women to check

CANCER FUND   CAMPAIGN   GREY

Hong Kong - Hong Kong Cancer Fund has launched its biggest campaign of the year for the international month of breast cancer, reminding women there is no shame in unhooking their bras to check for breast cancer symptoms.

Named ‘Pink Revolution', the message to "unhook your bra and check regularly" is spread widely via a multi-media campaign on TV, radio, online and outdoor at MTR, buses and commercial buildings throughout October.

The TVC shows women in all ages and sizes unhooking their bra one after another, symbolising the first step of taking ownership of their health.

Grey's group creative director Ray Lam said the agency has been working with Cancer Fund for over two years, but this campaign is one of the most challenging as it touches on a sensitive issue.

"Hong Kong is a sophisticated market but with a conservative mindset," he said.

A twist of the campaign is that the women featured are not models. Lam said the challenge of getting them to participate reflects how embarrassed local women are about unhooking their bras and checking themselves.

Keith Lo, creative director of Grey, added that the campaign may be controversial but a special theme is needed to draw attention.

According to Cancer Fund, breast cancer is the most common of cancer affecting women in Hong Kong more than 2,700 new cases diagnosed each year.

Sally Lo, founder and chief executive of Cancer Fund, said the campaign aims to boost rates of early detection and encourage women to be more breast-aware.

"This really is the first step in helping to ensure early detection and save lives. So please help us minimise the impact of breast cancer by reminding yourself and others to check regularly," she said.

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