Cannes Lions

Hold our mouths, hold our life

UNIQUE PERSPECTIVE CREATIVE STUDIO, Beijing / BEIJING CENTER FOR DISEASES PREVENTION AND CONTROL & BEIJING HEALTH EDUCATION IN / 2020

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Overview

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Overview

Background

Human's habits and consciousness should be changed. ,They should be taught to respect for life, do not eat wild animals in order to prevent from the virus carried by wild to invade the human body. Because ignorance is more terrible than a virus.

At the beginning of February 2020 ,it was supposed to be the happiest Spring Festival in China,but because of

outbreak "COVID-19", the operation of the whole country almost came to a standstill.

Idea

Therefore, we believe that the "mask" is not only a protective tool to isolate the virus, but also a barrier to prevent the entrance of the virus by locking the mouth and controlling the greed of tasty. Food is a culture, but the culture should promote civilization, not destroy life. Don't let a bite of China become a tragedy for China or world!

Strategy

We need everyone to know the epidemic, masks, and the relationship with wildlife.

Execution

It was launched in online media such as Wechat and Weibo in February 2020,covering more than 20 million people.