| Title | FIRST PHOTO LAST PHOTO |
| Brand | JOY OF LIFE |
| Product / Service | JOY OF LIFE |
| Category | A07. Charities, Public Health & Safety, Public Awareness Messages |
| Entrant | GREY GROUP HONG KONG, HONG KONG |
| Idea Creation | GREY GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Per Pedersen | Grey Group | Deputy Worldwide Chief Creative Officer |
| Keith Ho | Grey Group Hong Kong | Managing Director & Chief Creative Officer |
| June Lyloc | Managing Director | Grey Group Shanghai |
| Attlee Ku | Grey Group Shanghai | Executive Creative Director |
| Christopher Lee | Grey Group Hong Kong | Creative Director |
| Zheng Jing | Grey Group Shanghai | Associate Creative Director |
| Jeffrey MC Wong | Grey Group Hong Kong | Associate Creative Director |
| Jackie Wong | Grey Group Hong Kong | Senior Art Director |
| Nicholas Zhang | Grey Group Shanghai | Senior Art Director |
| Jonathan Lim | Grey Group Shanghai | Associate Creative Director |
| Jeffrey Wong | Grey Group Hong Kong | Art Director |
| Ritta Deng | Grey Group Hong Kong | Copywriter |
| Keith Lam | Grey Group Hong Kong | Senior Copywriter |
| Jesse Lee | Grey Group Hong Kong | Associate Art Director |
| Matt Wong | Grey Group Hong Kong | Account Manager |
| Hocti Ho | 1159 Ltd | Web Developer |
| Huma Qureshi | Grey Group Singapore | Regional Director, Public Relations & Corporate Communications |
| Yanrong Pang | Grey Group Singapore | Regional Corporate Communications Executive |
This has created a situation where a sonogram of an unborn girl has become her death sentence. Her First Photo would be her Last Photo. This unique insight would be the core of our creative idea. The First Photo Last Photo exhibition which was open to public featured photos from sonograms of unborn girls. Other deliverables included booklets, print ads, bus shelters, an immersive online gallery and an online video. Raw, genuine emotion would be evoked with a genuine insight. A moment of truth to solve an age-old cultural problem.
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.
The campaign created a movement of support: - Millions of impressions - Reported worldwide with the likes of Yahoo!, euronews and other global marketing media titles - Helped generate over 3,000 pledges
Unfortunately in many cultures and countries, 100 million girls have been killed. Asia is one of these places where gendercide is all too real. In fact, the reason for this is the deep-rooted culture of preference for sons over daughters. This has created a situation where an ultrasound image of an unborn daughter would also be her last. We created the “First Photo Last Photo” gallery to connect with the hearts and minds of the general public, encourage them to finally give voice to this voiceless problem and motivate more to rethink their actions.
With our strong and unique insight, we needed to deliver it in a way that was experiential for the whole city to evoke emotion and support that lived beyond Hong Kong. It needed to speak to young adults and young families who may be experiencing these dilemmas. Apart from creating an experiential element that manifested into a photo exhibition open to all in the heart of Hong Kong, we created an immersive online gallery to cater to one of the world’s highest digital channel consumption countries. We also strategically chose a magazine title that was popular amongst our target audience. We found a bus shelter that was right outside one of the largest abortion clinics in the city to get people to rethink their actions. We hijacked an online news portal and evoked curiosity with our online video that showcased her first photo could be her last.