The Campaign

If wearing flu masks becomes inevitable, there must be a way to make it less cold and intimidating. As a leading medical centre in Hong Kong, EPIC MEDICAL DIAGNOSTIC CENTRE saw a need to make a move. We created the UNSERIOUS FLU MASK. With a fun, light-hearted design, and an interactive and gamified micro-site experience, it helps ease the tension that automatically arises when people see a flu mask, and signals to all that not every flu mask is an indication of a serious illness, and not every flu mask user deserves to be cast out.

Creative Execution

EPIC MEDICAL DIAGNOSTIC CENTRE launched a microsite for UNSERIOUS FLU MASK online ordering. With a fun, light-hearted design, and an interactive and gamified micro-site experience, the UNSERIOUS FLU MASK helps ease the tension that automatically arises when people see a flu mask, and signals to all that not every flu mask is an indication of a serious illness, and not every flu mask user deserves to be cast out. Yes, Hong Kong has had a rough history with influenza, but hopefully, with the UNSERIOUS FLU MASK, we can help our city lighten up a bit during the next flu season.

Results

As a local leading medical centre, EPIC MEDICAL DIAGNOSTIC CENTRE advocates happy and healthy living, and understands that flu masks should not lead to isolation. By creating the UNSERIOUS FLU MASK, a fun, light-hearted design, with an interactive and gamified micro-site experience, we engaged directly with flu mask users. The UNSERIOUS FLU MASK signals to all that flu mask users don’t deserve to be cast out. By speaking directly to them and people around them, the flu mask went from being a one-time disposable to reinventing direct communications. The UNSERIOUS FLU MASK destigmatizes the use of flu masks and helps lighten our city up during the flu season. In 9 months, over 20,000 customized UNSERIOUS FLU MASKS were created and distributed. 8 out of 10 users reported feeling more at ease when using their UNSERIOUS FLU MASKS. And 92% of interviewees found people wearing the UNSERIOUS FLU MASKS less intimidating.

Hong Kong has had a rough history with influenza and it is something that people are constantly on the lookout for. The perception of anyone wearing a flu mask is one that leads to caution, distance, and even isolation. By creating the UNSERIOUS FLU MASK, a fun, light-hearted design, with an interactive and gamified micro-site experience, EPIC MEDICAL DIAGNOSTIC CENTRE engaged directly with flu mask users. The UNSERIOUS FLU MASK helps ease the tension between flu mask users and people around them. By speaking directly to all, the flu mask went from being a one-time disposable to reinventing direct communications.

As a symbol that reminds consumers of the past horrors that plagued the city, a flu mask is not something that we can easily bring up and engage consumers. EPIC MEDICAL DIAGNOSTIC CENTRE targeted flu mask users by creating the UNSERIOUS FLU MASK, a fun, light-hearted design, with an interactive and gamified micro-site experience, it helps ease the tension that automatically arises when people see a flu mask, and signals to all that not every flu mask is an indication of a serious illness. To order a mask, users are required to register their personal information on our micro-site. This work targets any Hongkongers who need a flu mask, whether worn out of necessity or courtesy.