Hyatt Centric Victoria Harbour Hong Kong raises breast cancer awareness via campaign

As breast cancer is one of the most common cancers and the third leading cause of cancer deaths among females in Hong Kong, Hyatt Centric Victoria Harbour Hong Kong has launched a campaign to raise public awareness of breast cancer and emphasise the importance of breast health, including a collaboration with a Hong Kong-based French artist and a charity sales.

In its #PINKTOGETHER campaign, Hyatt Centric Victoria Harbour Hong Kong has collaborated with artist Ophelia Jacarini to design the illustration that will encase the mask packaging. Her current series of works demonstrates how the modern female’s perception and self acceptance of their own bodies are manipulated by means of digital filters and other intervening factors, urging women to embrace and recognise their natural beauty. Each mask set consists of two reusable cotton masks. Customers can purchase via the hotel’s official eShop or at the hotel. They can make an extra donation of HK$10, HK$50 or HK$100 together with the purchase.

Hyatt Centric Victoria Harbour Hong Kong also supports the Hong Kong Breast Cancer Foundation (HKBCF) in this project, a non-profit organisation dedicated to mitigating the threat of breast cancer in the local community through breast health education, patient support, research and advocacy. All benefactions amassed from mask charity sales will be donated to HKBCF after deducting the cost.

Apart from this campaign, Hong Kong Breast Cancer Foundation has collaborated with Novartis to offer a pop-up gallery earlier this year, hoping to raise awareness of genetic testing for people diagnosed with advanced breast cancer. The gallery “See What Lies Beneath” was open to the public and free of charge. It was aimed at showing that just as no two people were alike, and no two breast cancer journeys were the same. Inspired by real life stories from physicians and breast cancer patients, the gallery showcased photographs that capture more than just the patient’s emotions and biology of the breast cancer.

By using special filters, visitors could find out that the photographs had been treated with a special double-overlay effect, while they can also discover more concealed information through the filter.

Strengthen your omnichannel marketing capabilities today with MARKETING-INTERACTIVE's Omnichannel Marketing Asia on 23 November. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today!

Related articles
Hong Kong Breast Cancer Foundation educates the public through pop-up exhibition
Breast Cancer Foundation apologises for trendjacking ad gone wrong
Estée Lauder HK marks 28th anniversary of Breast Cancer Campaign with new video and initiatives