Unhook (viral) / Hong Kong Cancer Fund
Submitted By Ada Wong
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.
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.
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.
Hong Kong Cancer Fund
Grey Hong Kong
Keith Ho / Ray Lam / Michelle
Keith Ho / Ray Lam / Keith Lo
Music & Sound
Keith Lo / Andy Wong