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.
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
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