Hong Kong Cancer Fund Integrated Campaign: Rebuilding Life-Football

For a very long time, Cancer has been seen as a symbol for death. However, if we faced it positively, the chance of healing actually raises to 60%.The aim of Grey Hong Kong, therefore, was to promote Hong Kong Cancer Fund and its free professional advice and counselling service to help cancer patients face cancer in a whole new perspective – helping them restore hope.

Strategy:
We find out that the Chinese word for cancer “癌” , the shape of the word and a skull look very much alike. Also, the use of this word is well perceived among Asian countries as death and sadness. With a little special design on the strokes, we are amazed that the word “癌” can be transformed into a word with a whole new, positive, bright meaning – “活”(to live) , and can create more new lives. Our aim to TVC, therefore, is to come up with a whole integrated campaign for to give sharp, clever message that our client – Cancerfund, can help rebuild cancer patients’ life, to change their perspective towards cancer and rebuild a new life.

Result:
Many cancer patients were driven to Cancer Fund service centre and used their service and the usage of Cancer Funds free services went up by 30%

Strong point:
We wanted to raise awareness and change peoples’ perceptions and attitudes towards cancer with Cancer Fund. When you look at the Chinese word for cancer “癌”, you’ll notice it looks a lot like a skull. Also, people in Asian countries associate the word as death and sadness. By using the same strokes in the word “癌”, we amazed ourselves by transforming them into a whole new word, “活”, which means ‘to live’. This new word is positive with a more hopeful meaning to help create new lives.