Grey Group HK Launches Heartbreaking Campaign To Raise Awareness Of Gendercide

Grey Group HK Launches Heartbreaking Campaign To Raise Awareness Of Gendercide
SHARE
THIS



To create awareness and change gendercide issue, Grey Group Hong Kong and Joy of Life, an NGO in Hong Kong with a mission to help prevent sex-selective abortion, partnered up to create a compelling photo exhibition.

Killed, aborted or neglected, at least 100 million girls have disappeared – and the number is still rising.

In many cultures and countries, gendercide is still prevalent due to the strong preference for sons over daughters. In Hong Kong, sex-selective abortion is illegal but many have found ways around the law, thus, creating a plight where an ultrasound scan of an unborn girl becomes her death sentence.

To create awareness and change this cultural issue, Grey Group Hong Kong and Joy of Life, an NGO in Hong Kong with a mission to help prevent sex-selective abortion, partnered up to create a compelling photo exhibition.

The photo exhibition is set at a gallery in the heart of Hong Kong with the theme “First Photo Last Photo”. It features ultrasound images of girl foetuses, which would be her first photo but could also be her last.

To address the issue further, the campaign also went beyond the gallery with features in print magazines, on bus shelters, outside one of the city’s largest abortion clinic, and on an immersive online gallery.

“Females are perceived as a liability as they are no longer considered part of the family once married. And so because of their gender, they are victims to the sex-selection abortion,” said Keith Ho, managing partner & chief creative officer, Grey Group Hong Kong.

“We care and believe we have the power to make a difference to help prevent this. The photos aim to capture the impact one can have on a life with the choice they make.”

“Is it a joyous moment or a death sentence? There are cultures that still favour sons over daughters, but we trust that together with Grey Group Hong Kong, these powerful photos can be a starting point for the birth of change,” said Kevin Lai, chairman, Joy of Life.

 

Credit
Grey Hong Kong & Shanghai
Deputy Worldwide Chief Creative Officer – Per Pedersen
Managing Director & Chief Creative Officer, HK – Keith Ho
Managing Director, SH – June Lyloc
Executive Creative Director – Attlee Ku
Creative Director – Eric Hong, Christopher Lee
Creative – Jackie Wong, Jeffrey MC Wong, Jeffrey Wong, Ritta Deng, Jesse Lee, Keith Lam, Jonathan Lim
Account Service – Matt Wong
Web Developer – Hocti Ho
Production House – Breathe Pictures Ltd.
Regional Director, Public Relations & Corporate Communications – Huma Qureshi
Regional Corporate Communications Executive – Yanrong Pang

Please login with linkedin to comment

AAP awareness Clemenger BBDO Sydney first photo last photo gendercide Grey Group Hong Kong Hamish McLennan joy of life ngo

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]