Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

In Hong Kong, local regulation forbids the promotion of pharmaceutical drugs for the management of breast tumors. Disease awareness campaign materials hence may not feature the client’s product, PIQRAY®, and its brand colors to avoid association between the drug and breast cancer.

Describe the target audience and why your work is relevant to them.

This work targets existing and potential breast cancer patients. The PIK3CA genetic mutation is not commonly known, and genetic tests are not currently publicly funded. Our work aims to make women aware that taking an extra step to do a genetic test could help them make more informed treatment choices.

Tell the jury about the art direction.

All the artwork in the exhibition was created using a double-overlay effect: two portraits of the same model, but in different poses, are superimposed on top of each other. Two sets of colour combinations are then applied to the two layers: Blue and Red or Green and Pink. The red filter paper cancels out the red/pink layer, so that the viewer will see only the blue/green layer through the filter. Through this technique, we make the viewer go through an extra step in their viewing experience to get the hidden message. This brings home the point that an extra step is sometimes necessary to see the complete truths — such as the presence of the PIK3CA mutation within breast cancer tumours.