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Unhook (viral) / Hong Kong Cancer Fund

Submitted By Ada Wong

Description

We created a YouTube animation campaign intended to engage the younger women. We wanted to break the mental lock of women, and encourage younger women to unhook their bras for breast cancer check. Each animation ends with asking the viewer whether to unhook the bra. Their decision then led them to another animation showing the consequences. If viewer chose not to unhook the bra, the devil-like bras would keep haunting them, while choosing to unhook bra would lead them to an animation showing the benefits of early detection.

Objective

Breast cancer is the most common cancer among women in Hong Kong. In recent years, many younger women also start to develop breast cancer. Inherited the conservative Chinese culture, they are reluctant to get breast cancer check. Hong Kong Cancer Fund wants to raise public awareness and free them from this mental lock.

Technical Challenge

Since most of the younger women are relatively not as familiar with online games as men do, the major technical challenge was to create the animation games in a way that could interest and engage younger women yet not too complicated.

Client

Hong Kong Cancer Fund

Agency

Grey Hong Kong

Media

Interactive

Credits

Agency Producer

John Lo

Art Director

Keith Ho / Ray Lam / Michelle

Creative Director

Keith Ho / Ray Lam / Keith Lo

Director

Ringo Wong

Editor

William Chan

Music & Sound

Billy Chan

Producer

Himberly Chan

Writer

Keith Lo / Andy Wong

Views

147

 

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