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GREY GROUP HONG KONG, Hong Kong / JOY OF LIFE / 2016

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Overview

Background

Joy of Life is a non-profit organization with one of its missions to stop sex-selective abortions.

Unfortunately in many cultures and countries in Asia, 100 million girls have disappeared and the number is rising. It is no exaggeration to call this gendercide. In fact the destruction of baby girls is a product of the deep-rooted culture of preference for sons over daughters, the modern desire or regulations for smaller families and ultrasound scanning technologies that identify the sex of a fetus.

Hong Kong is one of the many Asian locations with an imbalance between the sexes. Is there a way to finally raise awareness to this voiceless problem and create a global movement to prevent further gendercide?

Execution

We opened a “First Photo Last Photo” exhibition in the heart of Hong Kong – where photos from sonograms of unborn girls showed visitors that their first photos could be their last.

The gallery attracted young and old and allowed them to experience first-hand the unbelievable truth that comes from the culture of son-preference.

Transforming a bus shelter into a “First Photo Last Photo” showcase, we strategically chose this location outside the city’s largest abortion clinic to drive people to rethink their actions.

“First Photo Last Photo” photo booklets and print ads also drove the wider audience to our immersive virtual gallery – providing ways for people to help the cause, join the movement to give voice to the problem and find assistance. We hijacked an online news portal to evoke curiosity and showcase that her first photo could be her last.

Similar Campaigns

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Shortlisted Cannes Lions
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GREY GROUP HONG KONG, Hong kong

First Photo Last Photo

2016, JOY OF LIFE

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