This has created a situation where a sonogram has become a death sentence for many unborn daughters. The first photo of a girl would also be her last.

This unique insight would be the core of our creative idea. Photos from sonograms of unborn girls were featured in our First Photo Last Photo exhibition. Other deliverables included booklets, print ads, bus shelters and an immersive online gallery.

Raw, genuine emotion would be evoked with a genuine insight.

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.

In one week:

- Reported around the world

- Over 1.4 million impressions

- Helped generate over 3,000 pledges